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Jose Luis Hernández
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FILA · History Recap
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A video retracing FILA’s evolution—from its athletic origins to its rise as a cultural icon in the ’90s, deeply embedded in hip hop, basketball, and urban fashion.
The piece serves as both a visual narrative and a teaser for the re-release of FILA’s iconic sneakers. A celebration of heritage, identity, and style—told through design.
Creative direction, art direction, and animation guided the visual language, shifting across eras: from archival grit to contemporary edge.
Client: PUMA X Dua Lipa
Agency: SorryMom
Country: Chile
Year: 2022
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