WHAT WE’VE DONE

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Fila

Before this campaign, Fila was known for shoes that were more fashion than function. But now they needed to get credibility as performance footwear. Celebrities were a natural choice, but how could they be ownable for Fila? Instead of just tv spots, these ads became dramatic yet relevant stories about Fila's performance. Celebrities like Olympian Mike Powell added the credibility. But the unique demonstrations, based often on athlete's own regimen and capabilities, were what made them stand out from the footwear crowd. Even more impressive, these spots were shot in-camera, without the use of special effects.