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
Magic Words– HP
The Ultimate AI Masterpiece– BMW Global
A.I. vs K.I.– Lunchables
Powered by K.I.– Lunchables
Slay AIProject type
Water on Mars– Sodastream
No one is just one flavor– Truly
Dreamland VR– Oakley
Outride ADHD– Specialized
/Imagined Stories– PERSONAL PROJECT
Your Future Guide– Smithsonian
RFRSH can– Sprite
Joy is a simple recipe– Lay's Global
The Electric AI Canvas– BMW Global
Nalata Art Co.– Nalata
Something to help you remember– Liberty Mutual
BMW Grillz– BMW USA
Summer on– BMW USA
Everyone can Photoshop– Adobe
Crash from Home– Doritos
Goodby Silverstein AI– GS&P
The battle of Doritos– Doritos
Are we there yet?– BMW USA
The world's fastest bike– Specialized
Appito– Appito
Be the Monster– Fila
O.bra Festival– Instagrafite