Fliteboard make the world’s best eFoils (electric hydrofoils) as found on 75% of the world’s super yachts. But most people have never heard of them. As Creative Lead, one of my first tasks was to launch the new Series 5 to the world. I hit upon the idea that we weren’t really selling products at all, but freedom, and came up with the platform - Leave the noise behind. It encapsulated the feeling that riding a Fliteboard gives you, whilst emphasising its fully electric credentials, and turned out to be a perfect introduction to the brand for a mass audience. Doesn’t matter what you’re selling, emotion wins every time.

Role: Writer / Creative Director