2021 | lead copywriter
By 2021, DJI had built a reputation not just for innovation, but for democratizing complex technology—making advanced flight and imaging tools simple enough for anyone to use. The release of DJI FPV would be the biggest test of that philosophy yet.
The challenge: simplify the notoriously complicated FPV experience—a world of modular DIY builds, high-speed flight, and steep learning curves—and make it accessible without watering it down.
DJI FPV solved this with three flight modes: a traditional drone mode, a full manual FPV mode for experts, and a hybrid mode that merged the agility of FPV with the safety of traditional flight. It also introduced an Emergency Stop & Hover function (affectionately known as the “oh shit” button), giving new pilots a literal panic-pause when things got too intense.
We also launched a groundbreaking accessory: the Motion Controller, a one-handed device that lets the drone move intuitively with natural hand motions—now a standard across DJI’s FPV lineup.
I developed the tagline “Redefine Flying” and wrote all marketing copy, including the webpage and intro video script.
Released on March 2, 2021, DJI FPV was met with overwhelming praise—from hardcore FPV enthusiasts to first-time flyers who finally had the confidence to try. It went on to redefine the category, inspiring an entirely new generation of hybrid FPV drones and cementing DJI’s reputation as the company that makes flight feel effortless.
The success of DJI FPV paved the way for an entire FPV ecosystem, including the Avata series, DJI Digital FPV System, Goggles 2, RC Motion controllers, and beyond—solidifying DJI’s dominance in both the professional and enthusiast FPV space, and making immersive flight more accessible than ever before.