MSGM x Fila Spring 2021 Ad Campaign

Review of MSGM x Fila “You Are My Match Point” Spring 2021 Ad Campaign by Creative Director Jean-Baptiste Talbourdet-Napoleone with Photographer Oliver Hadlee Pearch
and Art Director Lolita Jacobs with models Albert Beilinson, Coralie Jean François, and Yuki van Gog

MSGM and Fila are a match made in cinema heaven: the brands’ new collaborative collection is celebrated in an unexpectedly romantic Spring 2021 campaign. The campaign features creative direction by Jean-Baptiste Talbourdet-Napoleone, photography by Oliver Hadlee Pearch, and art direction by Lolita Jacobs.

The unique capsule brings a fun and flirty vibe to the practical yet trendy world of Fila’s tennis wear. The collection will make its real-world debut at the Roland Garros Grand Slam tournament in Paris later this May, where Fila’s sponsored athletes will be wearing the pieces – a very smart way to highlight and continue the celebration of the unique collaboration.

Interestingly, the campaign film brings a strong mood of romance and sensuality to the athleticism of the collection. The film draws heavy inspiration from French cinema, but also seems particularly influenced by Luca Guadagnino’s Call Me By Your Name. It follows a group of three young friends/lovers through their relationships both on and off the court. Though they may be rivals in their tennis matches, this seems to be less of a love triangle and more of a throuple. Moody, romantic French music and dramatic cinematography emphasize the emotional landscape of this romantic mé·nage à trois.

The approach to the campaign certainly feels unexpected for an athletic wear collection. The suggestion of romantic French cinema, let alone one with a curiously suggestive group dynamic, feels quite surprising here. But the film is excellently crafted, and its idiosyncrasy actually works to deepen the sense of narrative and dramatic realism.

The pieces of the collection become perfect costumes for a unique story of budding romance. Love can find us anywhere – even in two other other people at the same time, even on a tennis court.