Lana M. Ugurtas

Insight

FILA champions Modern Explorers to lead a fulfilling life that is constantly evolving. Modern Explorers want to learn more about themselves by engaging with the outside world however they see fit.

Strategic Approach: The Great Wherever

Exploration happens anywhere, at any time. It’s more than lacing up a pair of boots and venturing into the wilderness. It’s a state of being. Because to explore is to discover and to discover is to live.

Creative Solution: Odd Planet

In order to showcase a collection that is not about performance, we created a story of modern-day explorers discovering a familiar-feeling yet surrealist landscape called Odd Planet, sharing their adventures through video transmissions.

Each of the Explore collection’s four mini-capsules was given its own color treatment and set build. Hyper-real backdrops served further to establish the extraordinary wonder of the FILA world.

Background

FILA is a sportswear brand that is having a resurgence because of the streetwear and athleisure trend.

Ask

Bring FILA’s new Explore collection to life through still and moving imagery that imbues FILA’s tradition for adventure while further solidifying FILA’s reputation as the original disruptor in sportswear.

Problem

FILA launched a new heritage-inspired Explore collection that imbues FILA’s tradition for adventure while further solidifying FILA’s reputation as the original disruptor in sportswear. The collection is not meant for the outdoors and is purely a fashion statement.