A manicured, seaside compound referred to as the Bellissimo Nation Membership is a haven for the sporty and trendy 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 associate Sid Lee.
The hero spot, clocking in at a sun-soaked 100 seconds, goals to “reintroduce the model, reset model notion and reignite model 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, incorporates a pizza supply man because the viewer’s bodily information via the membership’s sprawling, luxurious footprint. In what seems 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 price 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 rely.
There are additionally loads of eye-catching small touches within the video, like a employee serving up ice cream scoops that appear like neon tennis balls, a participant displaying off his Tiger Woods-style trick pictures and a pair sharing pasta a la Girl and the Tramp.
The work is “a transparent celebration of our Italian heritage” and a “toast to residing life to the fullest, in sport and in play,” in accordance with Emily Maxey, the model’s senior vice chairman of promoting. “Fila is at its finest after we embrace the intersection of excessive efficiency and excessive type.”
