To launch the new Fila running shoes, ZIMWI, it was created a strategy that brings storytelling to a kind of product that is usually all about rational and functional benefits.
Directed and idealized by Rafael Grampá, the campaign Face your fate, be the monster uses high technological features in order to recreate an old tale that inspires us to explore the inner energy in ourselves and to keep moving while facing our fears and turn them into strength.
Inspired by an old African tale, the short film mixes live action and animation to tell the story of a boy that when facing ZIMWI, a mythological Kenyan creature, sees himself overwhelmed by fear, but is motivated to overcome it by learning how to run and after becoming an adult, faces the creature again - to then get energized by its power.
The campaign focused its visual concept, on the sneaker’s main technology: the Energized Ribbons. It served as the motif to inspire the whole campaign which includes films, posters, prints, online ads, OOH Media, a pop-up stand and content for social media with the motto: Be The Monster.