Alex Dallolio  /  Case study · FILA
Case study · Fashion film · AI

FILA.
Three films on set, two without one.

For the FILA FW26 collection, presented at Milan Fashion Week, I made five fashion films: three directed on set, two created without shooting a single frame.

One collection, two paths

The set and generative AI, in the same project and under the same direction. The shot films and the generated ones had to belong together: same eye, same rhythm, same collection.

That is how I work today: I choose the tool based on what the film needs, not the other way around.

FILA FW26

FILA FW26Published by FILA on its official account @fila_global
FILA FW26 · Milan Fashion WeekPublished by FILA Japan @fila_japan_official

Before that: F-Box

In 2023, at Salone del Mobile, the FILA F-Box AI experience: an installation for Milan Design Week.

FILA F-BoxAI installation · Salone del Mobile 2023

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