For All Fans of Flying

Creative idea

There is a universal moment we all share, the moment when we feel as if we are flying. Sometimes it is the leap into a pool on a summer afternoon, the rush of being lifted above the crowd at a concert, or the childlike joy of being carried high into the air by your parents. These fleeting moments awaken something deep within us. They remind us of freedom, of thrill, of the weightlessness we all secretly chase. Flying is not just a physical act. It is an emotion. A memory. A desire we carry with us. And in that sense, everyone is a fan of flying. The World Ski Flying Cup in Planica is where this shared passion comes to life. It is not just an event, it is a gathering place for everyone who has ever dreamed of flight. Here the impossible becomes real as athletes soar hundreds of meters through the air with nothing but speed, courage and a thin layer of fabric between them and the ground. It is not only about watching ski jumpers. It is about reliving that familiar rush, the sensation that makes you hold your breath, lift your gaze and feel the ground slip away beneath you. In the visual design we wanted to bring this idea to life in a way that goes beyond the ski hill. That is why we chose to show people in everyday situations that at first glance have nothing to do with ski flying. These are moments when people are not literally flying, but the feeling comes close. What makes them even more powerful is that their bodies naturally fall into shapes and poses similar to those of ski flyers in the air or during training. This visual connection ties everyday experiences to the world of ski flying. It shows that the sensation of flight is not reserved for athletes alone but is something we all recognize and can relate to through everyday life.

Agency: Leo Prague
Authors: Michal Plecháč, Natálie Portíková