Fila – Float Fly
To reinforce Fila as a running brand in Brazil two new designs were released in 2020. Fila Float Fly & Racer Silva.
The Float Fly is inspired by technology, softness, and playfulness, and this mood was translated into sensorial images to graphically represent the product's benefits.
My Role
Creative Direction
Design Direction
Art Direction
Africa DDB
Fila
2020
Creative Direction
Design Direction
Art Direction
Africa DDB
Fila
2020
Concept
The concepts take inspiration in the sensorial mood, using the foam look and feel applied to some design elements.
Typography
The floating treatment was used in many brand assets, including the typeface. Creating the Soft and Ultra-Soft weights.
The texture is a digital simulation of the shoe sole.
Key visual
Basic elements
Basic elements
Fila – Float Fly
Camila Coutinh
Camila Coutinh
Fila – Float Fly
Gui Araujo
Gui Araujo