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Red Bull – Pro Sports

Rajon Rondo and Red Bull donated $750 for every game time steal by Rajon.  This program was estimated to generate about $99,000 per season with proceeds going directly to Boston Parks and Recreation Department to ensure basketball courts in the City of Boston could be refurbished.

CREATIVE CONCEPT

Pro sports athletes are the heroes of their cities.  They are the protectors of a city’s collective pride and have the power to transform one’s perception of themself, their peers, and their community.  Boston’s “Got Wings” campaign is a nod to both Red Bull’s brand message and the heroic nature of Rajon’s gift to the city.

ART DIRECTION

To make the super hero connection, we made the key art look as much like a Hollywood blockbuster as possible.  We achieved this by studying rooftop urban scenes of classic graphic novels and then used locations that fit those criteria.

EXECUTION

We executed the images as multi-component composites, shooting the location shots first, then going in-studio to shoot the athletes and finally, painstakingly compositing the two together.  We did this for two reasons; the first being convenience for the athletes due to their hectic schedules and second, we couldn’t possibly ask them to sit on the ledge of a thirty story building. The shots were captured in true HDR creating a graphic novel style.

IN 2011, RAJON MADE ENOUGH STEALS TO REFURBISH 13 BOSTON CITY COURTS

Images © Red Bull Content Pool

Red Bull

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