Red Bull wanted to evolve away from the physical world of extreme sports and start to associate with the realm of the mind. They wanted to give people more than just an energy boost. They wanted to position Red Bull giving you “mental” wings.
We developed a transmedia ARG that would pit people against a mysterious mastermind who would host a multistage adventure filled with puzzles, clues, and challenges. This endeavor would crescendo in a live cast event/conference centered around the mind and building intelligence. Unfortunately, in the end, our concept was too ambitious for Red Bull to produce at the time.