Responses by Artem Sologub, senior designer; and Anna Benson, digital producer, Your Majesty.
Background: Your Majesty was asked to create this campaign site as a part of Fila’s global launch of the spring/summer ’19 “FILA Explore” collection. The limited edition line included clothing, accessories, and footwear with a colorful take on the outdoor-wear trend, targeting young, urban fashionistas. Drawing from the brand’s heritage in outdoor wear, the collection was made up of four categories that the site introduced to the world: Canyon, Woods, Mountains and Elements.
The site was a part of a global campaign that included editorial publications, social content, and pop-up retail stores in New York, Los Angeles, Seoul, Beijing, Guangzhou, Mumbai, Santorini and Tokyo. The goal of the site was to complement the physical stores and give customers an introduction to the new collection—ultimately driving traffic to Fila’s online stores and to the pop-up locations.
Design core: Since the goal of the site was to introduce the new collection, we emphasized the content and product shots throughout the site to make sure these stood out. Classical typography with advanced 3-D shaders reflects the Fila brand and campaign mission to celebrate the modern explorer.
Navigation structure: By creating the liquified transitions on the homepage, we wanted to extend Fila’s campaign message of “exploring” to the digital world. It also gives users a sneak peek into the different worlds of each element collection. To further highlight the exploration aspect of the site, we replaced the cursor with a branded compass, inviting users to play around with it. The sticky vertical navigation ensures a seamless experience with fast access to all the different corners of the site.
Technology: We began the design process by mocking up all of the transition effects with Cinema4D. This enabled us to iterate quickly on animations and behaviors before building, which also led to a smoother collaboration between design and development.