FOR YOU

TO FLY FOREVER.

ANTI ICARUS

PROJECT FRAME
Exploring for a fresh & creative concept / narrative from a brand to innovate a new & unique product.
SPRING 2020
14 Weeks

Student project. Not directly affiliated with POC Sports.

INSTRUCTOR
Kevin Beard

Story of an unbreakable bond between the guardians, 

the Daedalus who devotedly craft us wings, and you.

Above the labyrinth of snow mountains

or under the burning, melting sun.

From a parent creating a protection for his children from the treacherous gravity sports,

POC is going back to where it all started.

We will be your guardian for you to fly forever.

BLOODLINE HAVEN

HARDLINE ÄNGEL

PRECARIOUS PLAYGROUND

You, the Icarus. Forever pure, curious, and adventurous with dreams to fly.

WHAT IF WE CAN END OUR ICARUS TALE DIFFERENTLY?

HOW COULD WE DEFEAT THE SUN?

FLIGHT: BACKCOUNTRY SKIING

An extreme ski. Exploring out in snowy wilderness.

Mountain climb

Uncharted

travel

Downhill

skiing

At least 24hours avg.

Usually done in groups to avoid risks.

Avalanche

Lost

Exhaustion

PROBLEM / OPPORTUNITY & INSIGHTS

Long term exposure to natural force is an easily overlooked issue. 

The sun's UVB ray is one, with many immediate & long term harms:

  • Sunburn

  • Heat stroke

  • Vision block & damage

  • Skin damage

  • Premature ageing

  • Cancers

Instead of treating the sun as an enemy,

WE CAN TAKE OVER THE SUN'S ENERGY & USE IT FOR OUR OWN HEALTH BOOST

The harmful UVB is also human's source of Vitamin D.

With many immediate & long term benefits:

  • Increased performance & energy

  • Anti-fatigue

  • Dopamine & motivation

  • Stronger heart & muscles, bones & joints

  • Increased immunity

  • Blood pressure control

PRECARIOUS SUN

BLOODLINE PROTECTION

FLY FOREVER

We create the vitamin D ourselves under 

our skin cells from the absorbed UVB rays.

What is safe and what is optimal doesn't align in terms of absorption limit v requirement.

CONCEPTION OF OUR WINGS

Thinnest skin barrier + lots of veins + multiple ray access = more absorption

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ANTI ICARUS

BLOODLINE HAVEN . HARDLINE ÄNGEL . PRECARIOUS PLAYGROUND

COLOURWAYS & MATERIALS

Bloodline Haven - Inspired by the brand's passion

to protect. Using POC's clean but bold aesthetic.

Hardline Ängel - Inspired by the user: human yet

extraordinary. Option for seasonal / special edition.

Precarious Playground - Inspired by the environment.

Subtle blue on black, represent the unknown and danger.

PROCESS HIGHLIGHTS