As Creative Director at Instrument I led the digital strategy, design and production of Red Bull's first global integrated digital and social campaign. We crafted a digital hub, which hosted the World of Red Bull film and personal “Wings statements” that anyone could make using the hashtag.
Connecting the Red Bull brand and the 'Gives You Wings' message to sport, adventure, music, art and lifestyle through the voice of the fans themselves, we exposed 10 of millions of people to the most amazing moments of the year.
Over the course of the ten-month campaign, we kept a close eye on optimizing both the strategy and creative development by taking advantage of timely moments like the X Games. We created massive repost waves on Instagram, evolving Red Bull's social voice and raising the bar on how we all view engagement.