Live the legacy.
Reviving an iconic brand.
Bjorn Borg, Tupac, Derek Jeter, Grant Hill—FILA has always been associated with legends who helped shape sportswear culture, but the brand has faded in recent years.
To reposition it as a fashion sportswear brand, we brought back the glamour from its iconic past and created a story to remind people that legacy is something you build and live on now, not in the future.
My role: Creative, Head of Art, and Art Director
Agency: FLAGCX
Selected Works
Hiders KeepersProject type
A.I. vs K.I.– Lunchables
The Ultimate AI Masterpiece– BMW Global
Get UnreadyProject type
Powered by K.I.– Lunchables
Water on Mars– Sodastream
The Purple StormProject type
Magic Words– HP
BMW Grillz– BMW USA
No one is just one flavor– Truly
The Electric AI Canvas– BMW Global
Joy is a simple recipe– Lay's Global
Something to help you remember– Liberty Mutual
Dreamland VR– Oakley
Outride ADHD– Specialized
/Imagined Stories– PERSONAL PROJECT
Your Future Guide– Smithsonian
RFRSH can– Sprite
Goodby Silverstein AI– GS&P
Are we there yet?– BMW USA
Nalata Art Co.– Nalata
Summer on– BMW USA
Everyone can Photoshop– Adobe
Slay AIProject type
Crash from Home– Doritos
The battle of Doritos– Doritos
BloomProject type
Sweet Rainbow– Sweet Rainbow
The world's fastest bike– Specialized