GRAVITY
DOESN’T GET THE FINAL SAY.
iFLY Indoor Skydiving · Rise Above It · 2025
A fully integrated advertising campaign repositioning iFLY as the antidote to everyday chaos, targeting families who forgot how to have fun.
Case Study
iFLY was seeing a steady decline in visits from families with children — one of its core revenue drivers. Fewer families meant fewer weekend group bookings, and the business felt it. Our challenge was to bring them back.
THE BRIEF
THE INSIGHT
The stress and chaos of everyday life - spilled milk, dropped sandwiches, sticky hands, coffee stains - makes families forget to have fun.
Let's face it: gravity is a hassle. It's the reason we trip, drop things, and feel weighed down after a long day. "Rise Above It" reminds families that iFLY offers more than indoor skydiving - it's a chance to rise above the mess, the rush, and the pull of everyday life. At iFLY, gravity doesn't get the final say. You do.
THE IDEA
Strategy. I worked on developing the campaign insight, refining the "Rise Above It" positioning, and writing some copy across all executions, print ads, social posts, and out-of-home.
MY ROLE
DELIVERABLES
FULL DECK