Defy Gravity is a Singaporean Calisthenics Competition, built purely on passion. The goal of Defy Gravity was simple — to give a stage to a sport that was largely unrecognised by the public & to give Calisthenic athletes a stage to shine. The build up of the event started from a small stage at SCAPE’s Youth Park, with largely only community members attending, to eventually a stage at Sport Singapore’s Urban Sports & Fitness Festival at the Singapore Expo, where the mass public experienced the thrill of Calisthenics on the big stage.
CLIENT
YEAR
SERVICE
DEFY GRAVITY
2025- ONGOING
BRANDING
Launch Campaign
The biggest stage in Singapore Calisthenics started off without much direction — since nothing much like this has really been done before. The Defy Gravity team had just 2 goals in mind, to put Singapore Calisthenics on the map & to tell the stories of the athletes.
[ THE TASK ]
[ THE STRATEGY ]
To capture the essence of Defy Gravity, we leaned into what it meant — surmounting obstacles & breaking through limits. The campaign was divided into 1 micro-step and then 1 major step, with the micro-step being firstly, to capture the attention of the calisthenics community. We needed to rally them together to push this message of pushing this sport that they love, forward.
Once that was done, it was about storytelling, capturing the essence of calisthenics through its people. Many athletes had stories to tell and in this sport where there isn’t glory, where there wasn’t big stages to perform on, why they still choose to pursue it and how it has helped them surmount the obstacles in their lives to defy gravity.
Through this, we also realised that in branding, we needed to create a brand identity that represented both the sport & its people. The urban & street nature, the grit, vibrance & creativity.
[execution ]
Step 1 was rallying the community. We launched a reel that featured Isaac, Defy Gravity’s founder, giving a rallying speech, speaking out to these athletes to come together towards a shared purpose — to push the sport forward. Along with this, we teased the first chapter of Defy Gravity with shots taken from a mock-event with the calisthenics community.
When the first chapter of Defy Gravity happened, we took to the event to capture crowd reactions, thrilling movements & most importantly, moments of defying gravity. Athletes pushing through their routines, their facial expressions, ending with moments of victory.
This built our marketing for their biggest event. Defy Gravity Chapter 1, at the Singapore Expo. We shared stories from community members of them defying gravity in their personal lives, put together moments captured from Chapter 0 into reels that tugged at the emotions of viewers — letting them understand that this is more than a sport. It’s the hard work, dedication & pure grit from our athletes.
Along with that, we understood that Calisthenics is not an easy sport to adopt. Therefore, we launched an educational series called “Movement Pathways” meant to guide people through steps to doing a particular calisthenics movement.
All of this led Defy Gravity to Defy Gravity Chapter 1, with Sports SG, at the Singapore Expo. This event was electrifying, with crowds watching in awe along the sidelines. Watching it ourselves, though we aren’t really part of the community, was just incredible. The athletes carry the sport & we tell their story for them.
[ THE RESULTS OF OUR WORK ]
In a few words; a brand that truly encapsulates the essence of the athlete & the sport. A brand that goes beyond the physical movements, but into the emotional stories, motivations & characters of the sport & its people.
Across the last 60 days of Defy Gravity, we garnered 302,000+ views, of which, 93% was organic. We reached 83000+ accounts over this time as well.
[ THE RESULTS OF OUR WORK ]
In a few words; a brand that truly encapsulates the essence of the athlete & the sport. A brand that goes beyond the physical movements, but into the emotional stories, motivations & characters of the sport & its people.
Across the last 60 days of Defy Gravity, we garnered 302,000+ views, of which, 93% was organic. We reached 83000+ accounts over this time as well.
All of this led Defy Gravity to Defy Gravity Chapter 1, with Sports SG, at the Singapore Expo. This event was electrifying, with crowds watching in awe along the sidelines. Watching it ourselves, though we aren’t really part of the community, was just incredible. The athletes carry the sport & we tell their story for them.
Along with that, we understood that Calisthenics is not an easy sport to adopt. Therefore, we launched an educational series called “Movement Pathways” meant to guide people through steps to doing a particular calisthenics movement.
This built our marketing for their biggest event. Defy Gravity Chapter 1, at the Singapore Expo. We shared stories from community members of them defying gravity in their personal lives, put together moments captured from Chapter 0 into reels that tugged at the emotions of viewers — letting them understand that this is more than a sport. It’s the hard work, dedication & pure grit from our athletes.
Defy Gravity is a Singaporean Calisthenics Competition, built purely on passion. The goal of Defy Gravity was simple — to give a stage to a sport that was largely unrecognised by the public & to give Calisthenic athletes a stage to shine. The build up of the event started from a small stage at SCAPE’s Youth Park, with largely only community members attending, to eventually a stage at Sport Singapore’s Urban Sports & Fitness Festival at the Singapore Expo, where the mass public experienced the thrill of Calisthenics on the big stage.
CLIENT
YEAR
SERVICE
DEFY GRAVITY
2025 - ONGOING
BRANDING
LAUNCH CAMPAIGN
[ THE STRATEGY ]
To capture the essence of Defy Gravity, we leaned into what it meant — surmounting obstacles & breaking through limits. The campaign was divided into 1 micro-step and then 1 major step, with the micro-step being firstly, to capture the attention of the calisthenics community. We needed to rally them together to push this message of pushing this sport that they love, forward.
Once that was done, it was about storytelling, capturing the essence of calisthenics through its people. Many athletes had stories to tell and in this sport where there isn’t glory, where there wasn’t big stages to perform on, why they still choose to pursue it and how it has helped them surmount the obstacles in their lives to defy gravity.
Through this, we also realised that in branding, we needed to create a brand identity that represented both the sport & its people. The urban & street nature, the grit, vibrance & creativity.
[ THE TASK ]
The biggest stage in Singapore Calisthenics started off without much direction — since nothing much like this has really been done before. The Defy Gravity team had just 2 goals in mind, to put Singapore Calisthenics on the map & to tell the stories of the athletes.
[ EXECUTION ]
Step 1 was rallying the community. We launched a reel that featured Isaac, Defy Gravity’s founder, giving a rallying speech, speaking out to these athletes to come together towards a shared purpose — to push the sport forward. Along with this, we teased the first chapter of Defy Gravity with shots taken from a mock-event with the calisthenics community.
When the first chapter of Defy Gravity happened, we took to the event to capture crowd reactions, thrilling movements & most importantly, moments of defying gravity. Athletes pushing through their routines, their facial expressions, ending with moments of victory.
