Humans can fly

Creative idea

Humans can walk, run, and swim. But we can’t fly. Or so we’ve always believed. Every winter, in a valley in Slovenia called Planica, that belief is beautifully broken. During the Ski Jumping World Cup, athletes launch themselves off the edge of gravity, soaring through the air for five to seven seconds, covering the length of a football field, suspended between earth and sky. It’s not a trick or a fantasy. It’s real and it’s breathtaking to witness. It looks impossible and it feels like magic. This is ski flying, one of the rare sports where physics, courage, and elegance collide to create something otherworldly. A moment so fragile and fleeting, it seems to stop time. But the real wonder isn’t just in the flight. It’s in what it awakens in us. Because as the jumper rises, so does the crowd. Tens of thousands of people from all over the world, different languages, faces, stories, lift their eyes in unison. For a few seconds, we’re all part of something bigger than ourselves. Our print ad celebrates this shared human moment. It captures the exact instant of takeoff -when the body breaks free from gravity and everything else fades. The camera doesn’t focus on just the athlete, but the perspective of the many: families clutching each other, children wide-eyed, friends cheering, strangers connecting without a word. In a divided world, Planica offers a rare kind of unity: one born from awe, from motion, from flight. Because when a human flies, we all feel it. And for a moment, we all believe we can too.

Agency: The Newtons Laboratory, Athens
Authors: Andriana Rodakou, Konstantina Stigka