Heading 3
Doubt,
eat my dust.
A statement by youth:
We are not gonna lie, we do have fears.
The self-doubt, the judgement, the uncertainty,
the blah blah… scare the hell out of us.
Slow down? Shut off? Stop the race?
Nope!
The bigger the fears,
the faster we race ahead to outdistance them,
till they become tiny dots.
Whatever the doubts,
leave them behind.
Whatever the fears,
make them eat dust.
--------------------------
The concept began with Creative Director’s notion - 'race ahead of doubt',
then gained full shape once fueled with the right attitude across the tagline and narrative.
Young generation refuses to be framed, so does our KV series.
Role: concept shaping, copywriting
Time: 2021
Credit:
Creative Director: Livio Grossi, Edmund Choe
Copywriter: Ái Lâm
Art Director: Jiji.
We are not gonna lie, we do have fears.
The self-doubt, the judgement,
the uncertainty, the blah blah…
scare the hell out of us.
Slow down? Shut off? Stop the race? Nope!
The bigger the fears,
the faster we race ahead to outdistance them,
till they become tiny dots.
Whatever the doubts,
leave them behind.
Whatever the fears,
make them eat dust.
