In a crowded sportswear market dominated by narratives of hard work, blood, sweat, and tears, FILA set out to reposition itself by carving a distinctive space of its own.
The new platform, Bellissimo, reconnected the brand to its Italian heritage, blending sportswear with the philosophy of La Dolce Vita, a celebration of slowing down, appreciating everyday moments, and living life to the fullest.
The film Welcome to the Bellissimo Country Club introduced a new brand world where elite performance meets indulgence, and playing at your best is just as important as enjoying the beauty of life.
In parallel, I led a full global brand refresh that modernized FILA’s identity while preserving the core elements of its Italian legacy. The system evolved into a digital first expression designed for contemporary platforms, balancing timeless aesthetics with a more current and culturally relevant execution.
Directed by François Rousselet, Photography by Max Siedentopf, Produced by DIVISION.
The new platform, Bellissimo, reconnected the brand to its Italian heritage, blending sportswear with the philosophy of La Dolce Vita, a celebration of slowing down, appreciating everyday moments, and living life to the fullest.
The film Welcome to the Bellissimo Country Club introduced a new brand world where elite performance meets indulgence, and playing at your best is just as important as enjoying the beauty of life.
In parallel, I led a full global brand refresh that modernized FILA’s identity while preserving the core elements of its Italian legacy. The system evolved into a digital first expression designed for contemporary platforms, balancing timeless aesthetics with a more current and culturally relevant execution.
Directed by François Rousselet, Photography by Max Siedentopf, Produced by DIVISION.
Client: FILA
Role: Creative Direction
Year: 2024
Collaborators: Lucas Tristão, Sara Philips, Smith, Joannie Tellier, Isabelle Allard, Manon Lebreton, Tom Ramsden, Annie Ly-Quan, MC Cabral, Mason Pereira, Naralie Rodrigues, Eleni Alafoginis, Ryan King, Damien Bertels, Emily Maxey, Sydney Weymouth, Erik Troedsson, Yasmine Uteene, Gaelle Paquet, Kris Manchaster
Role: Creative Direction
Year: 2024
Collaborators: Lucas Tristão, Sara Philips, Smith, Joannie Tellier, Isabelle Allard, Manon Lebreton, Tom Ramsden, Annie Ly-Quan, MC Cabral, Mason Pereira, Naralie Rodrigues, Eleni Alafoginis, Ryan King, Damien Bertels, Emily Maxey, Sydney Weymouth, Erik Troedsson, Yasmine Uteene, Gaelle Paquet, Kris Manchaster
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