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ESPN/Red Bull – New Year, No Limits

“Red Bull, New Year, No Limits” is a New Years Eve broadcast that airs live on ESPN featuring “first ever” motorsports stunts at the stroke of midnight. On New Years Even 2011, millions watched live as Levi LaVallee (on a snowmobile) and Robbie Madisson (on a motorcycle) flew side by side over more than 400 ft of water in the San Diego bay and shattered the world distance jump record.

 

CREATIVE DIRECTION

Red Bull: New Year, No Limits is best described as “Hollywood Big.” When we learned 2011 would feature two athletes jumping simultaneously, we immediately thought of a “Double Feature” where you can see two movies for the price of one. We drew inspiration from 60’s and 70’s style movie posters like the B-Movie “Grind House”

ART DIRECTION

We took cues from 60’s and 70’s “B-Biker” films and the iconic and classic traditions of film marketing.  This became the foundation for the entire campaign including print, broadcast, online, retail, and event marketing.

EXECUTION

We used contemporary 3D and motion graphic techniques to create the visual effects for the animated posters, hand crafted title cards, and lo-fi mock action shots.

The process involved an on-location green screen and live action filming, photography, motion graphics, and 3D.

Keeping in style with the old Grindhouse movie trailers, the soundtrack and VO were highly sensationalized and slightly psychedelic.

RESULTS
  • 200,000+ live spectators
  • 4 million live viewers on ESPN
  • 15 million viewers online

Images © Red Bull Content Pool

ESPN, Red Bull

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