Play it!

Fila has established itself as a premiere brand in the intersection of sport and fashion. Diversity is fundamental to that endeavour, as the company has pushed for their audience to embrace individuality in their physical activities and personal dress sense. Through their ‘Fila: Play It! Campaign’ the brand wanted to reinforce the idea that there is more than ‘one way to do sports’.

TAKE was brought in to produce a video-first social media project that would bring that ethos to life. On a multi-day shoot held in Cape Town, we found a multitude of talent and shooting locations that would help Fila execute their brand vision via a suite of final photography and video that felt both fun and cinematic. Cape Town’s unique status as a multicultural city with staggering natural beauty through famous landmarks such as Table Mountain ticked every box. It provided a mix of inner-city sporting locations including tennis and basketball courts, as well as wilder enviroments to create a connection to nature through mindful activities like running and yoga. The city’s thriving modelling scene also allowed us to cast talent from a range of backgrounds.

Finding the right artists to capture the project was crucial. We suggested Kristian Van Kruik for his dynamic and joyful style: the final videos use a range of unusual angles that create the sensation of motion throughout. That sense is mirrored in the final still imagery, captured by Yotam Schwartz. Our full service production covered casting, art buying, styling, budget management and post production, helping FILA bring this inclusive and dynamic concept to reality.