Beloning in Layers

Creative idea

Belonging in Layers A priceless moment is never just what meets the eye. It begins quietly and almost invisibly in a single detail, such as the astonished gaze of a child that is so pure it escapes onto their face without restraint. Though small, that spark of wonder carries the seed of something much greater. As the view expands, that initial spark multiplies. The crowd feels it ripple through them. What begins as one child’s amazed gaze is lifted and echoed by others until the entire moment seems to beat in unison. An intimate reaction turns into something shared, uniting everyone in the same rhythm and heartbeat of excitement. Then, in its final layer, the scene opens fully. The mountains rise, the valley unfolds, and the sky stretches wide. The vast crowd stands together as one. The personal becomes collective, and the collective transforms into the universal. What remains is not just a memory, but a timeless, priceless sense of belonging. This layered journey also shaped our creative process. We started with an innocent, childlike perspective and allowed each poster to evolve organically from the previous one. Each new frame carried the memory of the previous one, creating a chain of moments that reflected the theme itself. 'Belonging in Layers' was an idea and a method, a creative technique woven into the work from the first spark to the final panorama. Our posters capture this step-by-step journey. They demonstrate how sports can inspire wonder, how that wonder can evolve into unity, and how Planica becomes a stage where the world is invited not only to observe, but also to participate. In these layers, detail turns into crowd, crowd into valley, and valley into world. This is how Planica’s priceless story comes alive.

Agency: Senfonico, Istanbul
Authors: Yağmur Deni Aydın, Bayça Kayan