Red Bull – Minor Threat
The Red Bull surf team is as diverse as the sport itself. We celebrated that diversity by assigning each surfer an animal “avatar” which best suited his style and personality.
- JAMIE O’BRIEN
Ape; agile, powerful and unpredictable
- KOLOHE ANDINO
Lemur; quick, light and comfortable in the air
- EVAN GEISELMAN
The lightning fast and always deadly mongoose
- IAN WALSH
The cuddly panda; seems nice enough but he’s lethal
- BRUCE IRONS
The ever-poised praying mantis
- CONNER COFFIN
Bear because he is a bear
- CRISTOBAL DE COL
Iguana; crazy-fast yet cold and calculating
- ADRIANO DE SOUZA
Black Panther for his nimble cat-like act and Brazo swagger
Surfing is fun, that’s why we do it. We wanted viewers to smile and laugh with their heroes, rather than admire them on a faraway pedestal. In order to give this campaign a human quality, we executed it with hand drawn illustration, media assets, and animation. This technique made the Red Bull athletes more touchable and tangible to the consumer.
All of the Minor Threat graphics assets were created by hand and manipulated digitally. For the motion package, we used cut-and-paste combined with stop-motion film techniques resulting in quirky but whimsical animations used in the in/out bump, main title sequences, lower thirds and team introduction. The supporting print campaign featured the same hand drawn “avatars” combined with stunning moving images content shot during the Minor Threat trip.
- 3 million Online views
- 1.5 million Editorial impressions
- 3 million impressions through the Print campaign