From Legacy to Culture: Building a Cinematic Brand Platform for the Next Generation
AVX, Only Some Are Born to Fly
Positioned AVX as the youth-facing evolution of Avirex, through a cinematic, social-first platform that speaks to ambition, belonging and culture.
The Challenge
AVX needed to define its own identity while carrying the credibility of its sister brand, Avirex. The brief:
Transition gracefully from heritage to youth culture.
Build a brand platform that feels aspirational and culturally resonant.
Deliver storytelling deep enough for legacy audiences, but agile enough for TikTok, Reels and Gen Z culture.
Our Approach
We created Only Some Are Born to Fly — a metaphorical platform about destiny and ambition, expressed through cinematic and cultural storytelling.
- Strategy & Insights: Identified how younger audiences connect with brands through identity, aspiration and shared storyworlds.
- Narrative Platform: Positioned AVX as a new chapter, where “flight” symbolises ambition, courage and belonging.
- Cinematic Storytelling: Produced a hero film and social-first micro-stories that delivered emotional depth with scroll-stopping craft.
- Social-First Execution: Built for Instagram, TikTok and digital culture — content designed natively for short-form and shareability.
- Partnerships & Events: Collaborated with cultural voices and curated experiences that embedded AVX into the cultural conversation.
The results
- Established AVX’s first brand platform, distinct from Avirex yet true to its DNA.
- Created a social-first identity that engages younger audiences on their terms.
- Built long-term cultural equity by framing AVX as a brand about ambition, not just apparel or aviation roots.
Why it worked
By shifting from literal aviation references to a metaphorical, cinematic story of ambition, AVX became more than a brand: it became a cultural signal. The platform resonated because it spoke to a universal truth — not everyone is born to fly, but those who are must answer the call.
Want to evolve your heritage brand without losing authenticity?