THE ORIGIN STORY
This originated as a tv pilot pitched to networks and production companies. The script was well received we just didn’t find the right partners. We saw an opportunity to do something unique.
TRANSMEDIA: We built our own universe of content to leverage digital and social media to align with how the young audience interacted with content.
Let’s have a reality show at the real snowboard/ski camp where the characters met, an anime series based on the imagination of the Japanese rider, a CGI/Machinima series based on our motocross riders, and even a show that takes place at a cutting medical facility where one character is in rehab. We then create all this content, mash them together to create an episode, then ask the audience to create their own mash-ups.
THE BRAND: Was Flirting of Gravity a motto? Yes. It is a rallying cry. A way of life. It’s how you start a channel. A content enterprise.
THE MOMENTS IN LIFE
The narrative thread throughout the universe was exploring the moments in life that require choosing between the risks vs. the rewards. These are the moments when you are “Flirting with Gravity.” This theme translates to everyone, not just the athletes and characters.
With the emergence of social media, we then asked the audience to express how they “Flirt with Gravity.” We created an episode structure that resembled a “mash-up” of various elements of content across multiple formats and genres, so that audience can then do the same and then add their own content.
CREATIVE EXPRESSION
We created avatar handles and slogans for the original ensemble characters. We start with the foundation, the core tropes of the underdog going against the icon or king of the hill. We had a fun-loving, independent, free-spirited female rider, Before there was any attempt and diversity inclusion, we had a Japanese female snowboarder, the leader of the group of Moto cross riders was African American.
PERSONALITY PROFILLE
Taking the avators one step further, we wanted to create unique experiences and expressions. One idea was to have personalized avators. We started with personality profile, once it’s filled, we gave it to a tattoo artist, where they would created an original work of art based on that profile.
We would film the analysis and then follow up with the completed work of art. Our guinea pig was Alyssa Roegnick, ESPN writer who covered Action Sports. Here’s here profile. Meet Green Eyes, her artist.
