Red Bull Reign

Red Bull Reign brings together players from countries around the world in a fast-paced, high-endurance form of street basketball. Using customised FIBA 3x3 rules, the competition is designed around speed, intensity and continuous play. Working directly with Red Bull, we developed a series of training and launch films to introduce the tournament to a contemporary global audience and communicate the energy of the game beyond established basketball conventions. The brief was to create a visual campaign that could drive international awareness of the tournament, communicating the pace, athleticism and competitive intensity of the format while engaging a young global audience across multiple digital platforms. It also needed to feel recognisably Red Bull without relying on familiar or dated imagery associated with street basketball.

Basketball content often falls back on a narrow set of visual conventions: night-time courts, inner-city streets, graffiti-covered walls and a nostalgic 1990s hip-hop aesthetic. Although those references are part of basketball culture, relying on them would make the tournament feel rooted in the past rather than representative of the young international audience it wanted to reach. The challenge was to preserve the energy and attitude of street basketball while creating a visual language that felt cleaner, more modern and capable of travelling across cultures.

The campaign treated 3x3 basketball as a fast, graphic and almost superhuman contest. Working with director Tom Brown and Urban Strom, we developed a live-action and VFX-led approach that heightened the movement, endurance and individual skill of the players. The visual effects were not used simply as decoration. They became part of how the films communicated pace, technique and physical intensity, helping the training and launch content share one recognisable campaign language. This gave the work a modern, digitally native quality while allowing the players and the sport to remain central.

The completed films gave Red Bull a flexible body of training and launch content for use across international digital and social platforms. The live-action and VFX approach created a contemporary alternative to familiar streetball imagery, positioning the tournament as a modern global competition while retaining its speed, intensity and individual character. The relationship developed across multiple projects, reflecting a close creative and production partnership with Red Bull's marketing and communications team.