Shared Paths

Creative idea

As the designer behind this poster series, my intention was to create a bold, visually striking campaign that not only promotes an upcoming sports event - World cup in Ski Flying in Planica but also advocates for the core values that sport should always stand for—diversity, inclusivity, and innovation. The concept revolves around a triptych of posters, each highlighting a different aspect of what makes sports a powerful and unifying force – a path we all share. The art direction is energetic and dynamic, designed to resonate with our primary audience: young sport seekers. The focus is on a distinct but complementary theme—inclusivity, diversity, and innovation—while maintaining a cohesive visual language. The clean but edgy design approach gives the campaign a modern tone, reflecting the spirit of today's youth culture. The sharp lines create a sense of motion and energy while also conveying the precision, discipline, and excitement inherent in sport. Each poster functions as both an individual statement and a part of a journey. The first poster anchors the series with a deep blue background, a reference to the alpine sky over Planica. The path is made of lines of yellow and green, symbolizing multiplicity, difference, and movement forward. The second poster places inclusivity within the wider context of nature and shared belonging to the planet. Its turquoise background recalls fresh air, open skies, and forests, positioning nature as the ultimate inclusive space, one that welcomes all. The final poster takes on a bold purple, the most futuristic color in the series. The trails sharply turn into the distance, unlike the more linear slopes of the first two posters. This choice reflects experimentation, and the courage to break patterns: qualities of innovation. Ultimately, this poster series is a celebration of everything sport represents at its best. It's inclusive, dynamic, bold, and fun just like the people it aims to inspire.

Agency: Saatchi & Saatchi Belgrade
Authors: Anja Popovic