Client
Red Bull
Project Type
Web/Product Design
Industry
Energy Drink
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We've shipped more than 30 products and marketing campaigns for Red Bull. Turning millions of fans into participants and tuning internal tools that hundreds of Red Bull employees rely on every day to run the business.
A decade-long creative and product partnership with one of the most demanding brands in the world. Across more than 30 projects, we've shipped consumer-facing campaigns that turned millions of fans into participants, and the internal tools that hundreds of Red Bull employees rely on every day to run the business. The relationship started with a single project we did for free. It became one of the longest engagements in our studio's history.
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Red Bull is a different kind of client. The organization spans continents, regions, sports, music, media, and dozens of internal departments — and any project worth doing has to navigate that complexity from day one. International stakeholders, multi-market legal review, internal developers, brand teams, IT, Media House. Most agencies struggle to keep up with one piece of that puzzle. Ours has spent ten years learning to operate inside the whole thing.
What we've heard back, over and over, is that the value of the partnership isn't in any single deliverable. It's in the willingness to immerse ourselves in how Red Bull actually operates — the time zones, the late-night calls, the dozens of stakeholders, the institutional context that turns a good idea into a workable one. That trust is what's kept the work coming for a decade.
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How it started
The relationship began over ten years ago, when we were a much smaller studio. Red Bull came to us with a project, and we did the first one for free — a bet that if we delivered, the relationship would compound. It did. Ten years and thirty-plus projects later, we're still working with many of the same people, including those who've moved on to roles at other companies and bring us in again.
Two parallel tracks
The work splits cleanly into two chapters that have run in parallel for the better part of the decade. On one side, large-scale consumer campaigns and esports activations built with Red Bull Media House. On the other, the internal tools and tracking systems that quietly run the business. Each track has its own audience, its own complexity, and its own kind of impact — and the studio's value to Red Bull is that we can move between them fluently.
Consumer: Red Bull Capture Point
Of the consumer activations we've shipped, Capture Point was the most ambitious. The premise was simple on paper and complicated everywhere else: turn players of major PlayStation titles into content creators by inviting them to submit in-game screenshots, have top gamers judge the submissions, and fly the winners to a finals event for the grand prize. The campaign brought together five blockbuster games — Horizon Zero Dawn, The Last of Us, God of War, Ghost of Tsushima, and Demon's Souls — alongside retail partners 7-Eleven and Walmart.
What made it hard wasn't the design. It was the legal review. Every word of every screen was scrutinized for IP compliance across five game studios, two major retailers, and Red Bull's own brand standards. We designed a submission experience that stayed engaging through all of it, paired with a judging dashboard the gamer-judges could use to review and select winners.
The campaign generated tens of thousands of submissions, drove average session times above four minutes, and became one of PlayStation's top photo-mode trends. It expanded from one market to nine the following year.
What made it hard wasn't the design. It was the legal review. Every word of every screen was scrutinized for IP compliance across five game studios, two major retailers, and Red Bull's own brand standards. We designed a submission experience that stayed engaging through all of it, paired with a judging dashboard the gamer-judges could use to review and select winners.
The campaign generated tens of thousands of submissions, drove average session times above four minutes, and became one of PlayStation's top photo-mode trends. It expanded from one market to nine the following year.
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Internal: tools hundreds of Red Bull employees use every day
The consumer work gets the attention, but the internal work is arguably where the longer-term impact lives. Red Bull's North American organization runs on tools we've designed and shipped. Hundreds of employees use them daily.
Red Bull Co-Pilot. The event management tool that started everything. Its success was the moment Red Bull realized custom applications could replace the spreadsheets that had been holding the operation together — and it set off a wave of internal tool development that continues to this day.
Free Goods Tracker. Red Bull moves an enormous volume of product every day — for general distribution, athlete partnerships, and event activations. The Free Goods Tracker gave the team a single place to manage all of it, with the visibility needed to know where every can went and why.
Red Bull Calendar. Hundreds of events run every year across sports, music, and culture. The calendar gave the entire organization a shared source of truth — a deceptively simple piece of infrastructure that turns out to be load-bearing.
Red Bull Ticketing. Red Bull has access to thousands of events annually — sports, concerts, festivals — and uses those tickets across athletes, partners, and employees. The volume had become impossible to track. We built an application that connected managers and vendors across the organization, giving the team a clean, trackable way to distribute tickets at scale.
Red Bull Co-Pilot. The event management tool that started everything. Its success was the moment Red Bull realized custom applications could replace the spreadsheets that had been holding the operation together — and it set off a wave of internal tool development that continues to this day.
Free Goods Tracker. Red Bull moves an enormous volume of product every day — for general distribution, athlete partnerships, and event activations. The Free Goods Tracker gave the team a single place to manage all of it, with the visibility needed to know where every can went and why.
Red Bull Calendar. Hundreds of events run every year across sports, music, and culture. The calendar gave the entire organization a shared source of truth — a deceptively simple piece of infrastructure that turns out to be load-bearing.
Red Bull Ticketing. Red Bull has access to thousands of events annually — sports, concerts, festivals — and uses those tickets across athletes, partners, and employees. The volume had become impossible to track. We built an application that connected managers and vendors across the organization, giving the team a clean, trackable way to distribute tickets at scale.
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Discovery as the differentiator.
Most of these tools started as one-line problems. The work has been in the discovery: sitting with stakeholders and internal developers, mapping the actual workflows, prototyping multiple directions, and proposing the solution that fits the way Red Bull actually operates. The result is software that gets adopted because it was built around how people already work, not against it.
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Impact
Ten years. Thirty-plus projects. A consumer activation footprint that's brought hundreds of thousands of fans into Red Bull experiences across more than 40 countries. An internal tooling ecosystem used by hundreds of employees daily. A contribution to Red Bull's global UI design system. A documented framework that's become part of how Red Bull launches products internally.
Most of all, a partnership that's grown alongside the people inside it — colleagues who became friends, who moved into new roles, who keep bringing us in. The work is the proof. The relationship is the point.
Most of all, a partnership that's grown alongside the people inside it — colleagues who became friends, who moved into new roles, who keep bringing us in. The work is the proof. The relationship is the point.
10 years
partnership
30+
projects
40
deployed in countries
500,000+
users
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