The work doesn’t stop when I leave the office. I love the creative process. The wheels are always turning, and I see opportunities in the world around me.
So I was struck by a Red Bull campaign, since their “Gives You Wings” advertising (of yesteryear) seemed disconnected from the hi-octane direction of their extreme sports affiliations.
I was inspired to develop a new twist for their advertising, and tied it to an idea for a product line extension: Cinnamon Red Bull.
I sent the campaign — complete with packaging design and TV storyboards — to the President and CEO of Red Bull in Austria. He didn’t buy my idea outright, but he did share it with their marketing department, and the shift in their creative mirrors the direction I recommended: an unofficial testimony that it was worth a second look.
Amazingly, some of the unheard-of tricks I envisioned in my TV storyboards are now acheivable tricks (by world-class snowboarders). Time to up the ante!
Downloadable PDFs: Campaign • TV Storyboards
