"Free to be Avid” is the core idea of this campaign, as Millennials seek to blaze their own trail and live without rules, to consistently experience the free and open road. We are free when we live our passions with no restrictions. A zero-gravity world is where we feel the liberty of being who we are, when we are weightless, burden-less but full of joy. Avid aims to empower customers by giving them the consistent freedom to be constantly passionate about their dreams.
The idea of freedom is brought to life with zero-gravity spaces. When you are free, nothing can hold you back, even gravity. The images of choice will focus on moments when people are in mid-air, levitating, jumping freely off the ground, answering the target audience’s insight.
It’s never just about the game. It’s about the adventure, the suspense, the championship, the camaraderie. So go ahead, be an Avid sports fanatic—because here, you’re free to stay in the zone. But most importantly: you’re free to be an avid winner.
Graduate Student Group Project | Advertising Studio I: Strategic Planning
SCAD x MELT agency
My role: art direction, graphic design, strategy.