Full Speed

Fell the rush,
before the Jump

The challenge

Full Speed is Avon's number one male fragrance globally, a $48M brand sold across more than 100 countries. The line needed more than a visual refresh. The brief called for a full strategic relaunch: new bottle, new visual identity, new photographic language across all flankers simultaneously, and a repositioning that would open the brand beyond its traditional extreme sports territory toward younger, more urban consumers.

In 2022, the four core flankers — Original, Max Turbo, Surfer and Quantum — accounted for 85% of the line's revenue. The goal was to rebalance that to 50/50 by 2025 by acquiring a new consumer base through more emotional, shared experiences. Music and sound were identified as the new energy source.

The creative brief went further than a restage. A new flanker, Sky Jump, had to be conceived and launched from scratch as the spearhead of the entire rebranding — a new scent, a new visual territory, and a campaign that didn't exist yet.

The creative approach

The rebrand pushed Full Speed further into its core territory: adrenaline, speed, physical intensity. The visual language became more dynamic, more kinetic. Graphic elements extracted directly from the new packaging — structural lines, bold geometry — were integrated into the layout system, creating continuity between product and communication across all formats.

Each flanker retained its own personality within a unified visual framework. Sky Jump defined the outer edge of that framework. Inspired by skydiving, the creative territory demanded a literal commitment to the concept: open sky, high altitude, the physical sensation of freefall. That brief shaped every decision from location scouting to model casting to the final image treatment.

2 days. 30+ people. Full ownership from brief to delivery.

The entire production was led end-to-end. Briefing, pre-production, crew coordination, on-set direction and final delivery — all under one creative command.

The shoot covered three flankers on location: Sky Jump, Original and Max Turbo. An aircraft was brought in as the primary set for Sky Jump, with exterior locations used across both production days. Three models were directed across multiple environments, covering both the high-intensity Sky Jump territory and the distinct visual worlds of the other flankers. The remaining two flankers, Surfer and Quantum, were completed through the new visual identity system developed for the line.

30+ crew members across photography, video, styling, makeup, production and art direction worked within a tight two-day window to deliver a complete brand relaunch.