A manicured, seaside compound referred to as the Bellissimo Nation Membership is a haven for the sporty and classy jet set, the place golfers arrive on the first tee through helicopter, swimmers by no means get pruny or sunburned, and nobody is afraid to eat carbs.
The aspirational (and fictional) backdrop is on the coronary heart of Fila’s new international marketing campaign, the primary work from company companion Sid Lee.
The hero spot, clocking in at a sun-soaked 100 seconds, goals to “reintroduce the brand, reset brand perception and reignite brand love,” per a Fila assertion. Formally referred to as “Bellissimo,” the marketing campaign continues the corporate’s said technique of digging into its Italian roots and hyping its vogue and athletic bona fides concurrently.
Guided tour
The mini-movie, shot at a resort within the Mediterranean, includes a pizza supply man because the viewer’s bodily information by the membership’s sprawling, luxurious footprint. In what appears to be like like a single shot, the digital camera follows his each step.
Although it’s a well-worn gadget in promoting, the balletic, fast-paced walkthrough with an affable character makes for a tour value taking. It’s la vita bella all the best way, with a splash of Wes Anderson’s quirky, color-saturated sensibilities and much too many aperitifs to depend.
There are additionally loads of eye-catching small touches within the video, like a employee serving up ice cream scoops that seem like neon tennis balls, a participant exhibiting off his Tiger Woods-style trick photographs and a pair sharing pasta a la Woman and the Tramp.
The work is “a clear celebration of our Italian heritage” and a “toast to living life to the fullest, in sport and in play,” in response to Emily Maxey, the model’s senior vice chairman of selling. “Fila is at its best when we embrace the intersection of high performance and high style.”
