It’s not often you get to launch a totally new brand, but FLITELab* was that. A high-performance foil sports brand, it has an unpolished, anti-,marketing ethos in keeping with its advertising-skeptic audience. At launch the brand had two product lines - AMP (electrically assisted) and RAW (unassisted). Both allow you to ride in a much wider range of conditions than traditional surfing, so we came up with the tagline ‘Ride the Impossible’. The strategy was always social first, leading with our channels but also hitting the forums and blogs with honesty, authenticity and a strong brand identity. It was a low budget campaign but it gathered us a highly engaged audience that grew and grew. Here’s some of my favourite assets from launch.
Role: Writer / Creative Director
Traditional surfers have a beef with foilers for a myriad of reasons: because foiling is new, electrically assisted, and potentially puts surfers in danger with its sharp carbon fibre masts and wings, among others. Haters gonna hate so i loved playing up to that.
Push your foiling limits, obviously…
FLITELab* AMPJet is the foiling world’s first board-based jet assist system. Believe the hype.
The full length launch video managed to be authentic, hard working and informative whilst hyping the brand for an audience that typically rejects marketing.