Project: Bellisimo- Season 2 Global Campaign & Toolkit Development

Agency: Sid Lee, USA

Channels: Digital + OOH

Air Date: March 2025 in UK, Italy, Korea and Brazil

Team: Ali Stewart, Kelly Sherman, Malu Lara, Ryan Reynolds, Amy Longfellow, MC Cabral, Mason Pereira

Strategy: “Make It Bellissimo (MIB)”—or “Bellissimo Season 2”—brings together the elegance of the Italian Renaissance with the energy of modern sport couture. Think of it as classic paintings springing to life and meeting the spirit of FILA’s performance and lifestyle products.

We took cues from iconic Renaissance art—rich colors, dramatic lighting, and lots of theatrical lair—then mixed in FILA’s signature unique Bellissimo take on athletic performance and style The result? A world where passion meets play, grit meets grace, and where past meets present. Every scene feels like stepping into a living painting, with bold shadows, angelic light, an attention to details, and a cast ready to show off FILA’s latest.

By merging timeless Italian art elements with modern performance, Make It Bellissimo highlights FILA’s roots as well as its ever-evolving style. This campaign is all about grabbing attention— it doesn’t look like anything else out there in the sport categories, it offers a POV on love of sport that’s equal to lust for life and uniquely FILA. The campaign, like the brand, is art literally come to life, reminding everyone that FILA stands both for high performance and bold fashions.

Videos and images were shared with key markets across the globe for use in digital, social and OOH.