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Smith Leads the Production Behind FILA’s Global Rebranding

by cashonbank.com
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Maxyme G. Delisle

The award-winning film, music video, and commercial Producer Smith (born Nicolas Della-Libera) has garnered significant attention thanks to the global rebranding of iconic sportswear brand FILA, a project that has received international recognition for its creative excellence and commercial success. 

In April 2024, Smith was tasked with a significant project in the advertising industry: spearheading FILA’s global rebranding campaign, a comprehensive effort aimed at modernizing the brand’s image while maintaining its deep-rooted heritage. The rebranding was produced by the agency Sid Lee, with Smith leading the charge on the production side. The campaign’s goal was to reposition FILA as a go-to brand for a younger, style-conscious demographic, all while staying true to the company’s legacy of Italian craftsmanship and athletic excellence.

The challenge was immense, requiring a carefully crafted creative strategy to appeal to both the brand’s existing customer base and a new generation of consumers. Smith worked closely with the creative team at Sid Lee, overseeing every element of the production process, from budgeting and managing the creative direction to hiring the best partners and production crew and directing the campaign’s execution across multiple media platforms.

The resulting campaign included high-impact video and photography, as well as a robust social media strategy designed to generate maximum engagement. Upon its launch, it quickly became clear that the campaign was a commercial success. Morgan Stanley cited the rebranding as a contributing factor to FILA’s improved market performance.

Bruno Luglio, the former Executive Creative Director of Sid Lee US, praised Smith’s leadership and creativity. Luglio, who collaborated closely with Smith on the FILA rebranding campaign as well as a second project for the brand shot in South Korea, commented, “Smith’s expertise, vision, and attention to detail were invaluable. Without him, the campaign would never have reached the heights it did.”

The results of Smith’s work were reflected not just in the improved brand perception, but also in increased consideration and revenue for FILA, surpassing all expectations. His ability to deliver a campaign that resonated with both new and loyal audiences cemented FILA’s status as a leader in the competitive sportswear market.

While Smith is widely recognized for his achievements in advertising, having produced creative content for a wide range of world-famous brands and companies like Allbirds, FIFA, Amazon, and Converse, among others, his influence extends beyond commercial brand campaigns. For a long time, Smith has been a well-known producer in the music industry, producing music videos for a number of renowned singers. He produced six music videos for Canadian director Le GED. This collaboration has yielded multiple award-nominated projects. Among their most celebrated collaborations are music videos for artist Zach Zoya. The video for Zoya’s single Slurpee received a nomination for Video of the Year at the Berlin Music Awards, while another video, In Da Way, earned a nomination for Music Video of the Year at the prestigious Dynastie Gala. 

In late 2020, Smith and Le GED worked on the music video for Plafond by KNLO, a project that earned a Felix Award nomination, one of Canada’s most prestigious honors for French-speaking content. These are not the only award-winning projects Smith has produced. His work expands also to other artistic genres and platforms, including digital series. Working with Cult Nation, he also produced Charlotte Cardin’s live-streamed show “The Phoenix Experience”, the first-ever performance of Cardin’s debut album Phoenix. More than a live-streamed concert, the immersive event blended live footage with photography and film exploring cinematic themes that retraced the artist’s journey. The show earned a Felix Award for Best Online Concert of the Year in 2021.

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