Note: The FILA work featured in this portfolio was created as part of a pitch for HS AD USA.
— BRAND
FILA
— ROLES
Copywriting
— YEAR
2026
FILA was preparing to relaunch in the U.S. market with three lifestyle shoes targeting young, urban women. Despite high brand awareness, the brand faced low favorability with an audience tired of trends and sameness.
These women don’t follow culture; they make it. Find Fun. Find FILA. celebrates their instinct to do things differently, find fun wherever they go, and bring others along for the ride.
Paid Meta/TikTok
Instagram/TikTok Organic Feed
Email/SMS
TEAM
Hunter Allgor (Copy), Yeseon Kang (Design)