FILA wanted to meet Gen Alpha. Every other sneaker brand was busy telling kids to run faster and win more. Our pitch told them to have fun instead.
Find Fun. Find FILA. imagined the brand as a social-first playground. It kicked off with a nationwide hunt for tiny FILAs that unlocked real ones. An aura-reading app would match each kid’s vibe to their sneaker, and the FILA Five would give them a high five worth sharing. Then we’d take it offline with sneaker vending machines and invites to exclusive launch events, including a giant shoebox in Union Square that bursts open into a dance party.
Oh, and we built the whole pitch with AI in two weeks.
Role: Creative Director / Art Director