Tell us about your role in the creation of this work.
GCF developed the re-positioning for the brand away from one-time bucket-list to the more sustainable decision to “Choose to Fly”. We also scripted, directed and edited all content created for the brand across all channels.
Give us an overview of the campaign, what is it about?
It is meant to bring to life the dream/superhero wish most of us share around having the ability to fly. We wanted to express the inherent badass nature of that ability while keeping it accessible to all by featuring a young girl and her voice.
Tell us about the details creative brief, what did it ask?
It called for “heating up the brand” the word “badass” was used often. But it also asked that we inspire without intimidating as fear was an existing barrier to trial.
Which insight led to the creation of this piece of work?
A vertical wind tunnel provides a recreational opportunity that can be/should be used as much as possible, like a ski slope or a basketball court — not be a one-and-done amusement ride. The insight of “if you could fly, why would you choose not to?” led this work.
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
This idea was chosen due to the breadth of its call to action. “Choose to Fly” is a rallying cry that can and will be used to reach the audience beyond the confines of what an iFLY location can offer. It speaks to making a choice to rise above the small, everyday travails of life and seek more.
What was the greatest challenge that you and your team faced during development.
The greatest technical challenge was shooting a glass cylinder full of 100mph+ winds that reflects everything around it as well as in it. Our DP Jess Hall was a huge help in this regard.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
The sport aspect of tunnel flying is the most enjoyable part to witness. Flyers that push what is possible in that environment are a treat to watch. We learned how to push through some real built-in limits of the indoor setting to demonstrate the freedom that environment provides.
Where do you see this campaign going in the future?
See above. Choosing to fly, is a bigger idea than flying in a vertical wind-tunnel. We are working on ways the brand can deliver beyond the literal in-tunnel experience.