Fila+ Launches Its First Branding Campaign Under The Creative Direction Of Lev Tanju, Shot By Ryan Mcginley

Shot in the charming Tuscan locations of Chiusure, Bagni San Filippo, Deserto di Accona, Val d'Orcia, and Montalcino, the imagery captures the diversity of Italian landscapes, through McGinley's iconic aesthetic. Taking advantage of the scenic Italian countryside, the campaign aims to reflect FILA+'s Italian heritage by using predominant tones of the Italian flag in the hero shots. More than showcasing the collection pieces, the campaign focuses on the FILA+ brand and aims to establish an aesthetic background and build the brand's visual identity, through the bold, ironic, and authentic tone of voice, of FILA+.

The campaign, using mixed media formats (digital, polaroid, mini DV), portrays a variety of faces including non-professional models, emphasizing the concept of authenticity, a key element of the FILA+ project, allowing the consumer to get a first glimpse of what FILA+ is all about.

The campaign will be launched on June 16 through an eye-catching wild posting on the streets of Milan, London, Paris, New York, and Seoul and through FILA+'s social media channels.