Case study 03 Energy · Action sports & culture · Spec work
A very long lunch withRed Bull.
Four cans from the brand that made a drink into a media house. Seventeen films, fourteen of them cinema-wide, and twenty-four stills, in the brand's own territory, with no athlete, no mountain and no shoot. To be honest, we love Red Bull, so this one ran to a few afternoons. What Fotyra Studio delivers when the brand is an attitude.
Red BullOne pass before the whiteout takes the ridge.
1:00 pm
Four cans and no brief
Red Bull is the brand every other energy drink is measured against, and the one that decided early that the drink was only half the company. Founded in Austria in 1987 by Dietrich Mateschitz with Chaleo Yoovidhya, it sells a 250 ml silver-and-blue can and, around it, an entire culture: cliff divers, Formula 1 teams, backcountry snowboarders, breakdancers, a media house that makes films most brands would call too expensive. Its line has been the same for decades. It gives you wings.
That is exactly why it is the third study. Sana Safinaz was a look and Kylie was a voice; Red Bull is an attitude, and attitude is the hardest thing to fake. The brand's own work is shot on real mountains with real athletes at real speed, and a studio that renders it from a product page has nowhere to hide: either the commitment reads in the frame or the film is a stock clip with a can in it. So the brief was four product URLs, no athlete, no location, no reference deck, and one afternoon. Then, to be honest, a second one, and a third. We love Red Bull, and we kept going back to it: a few lunch breaks spread across a few days, part-time, with the set growing each time. The work had to look like theirs.
Brand first: what the studio reads from one URL
Fotyra always starts in the same order, whatever the brand: the brand, then every product, then, if you want one, a face. Pointed at redbull.com, the e-commerce engine wrote a Brand DNA in eleven sections: an overview that read the business as a drinks company plus a media house, six marketing channels led by sports sponsorship and Red Bull Media House content, a positioning built on owning action sports and performance culture rather than on soft-drink advertising, and a visual identity of high-contrast action photography around one unmistakable can. It read the mood as adventurous, and the preferred creative formats as high-octane action clips, first-person camera footage, athlete mini-documentaries and high-contrast product heroes. Every film below inherits that reading.
Then the part a brand's own team rarely writes down. The audience: 18 to 34, students, young professionals, gamers and athletes in urban and suburban markets worldwide, with secondary audiences of fitness-conscious adults who want energy without calories, night-shift workers and creators who need concentration, and long-distance drivers. What triggers a purchase: sudden tiredness before an exam or a deadline, pre-workout prep, a festival or a tournament where the can is already in the room, and the afternoon slump that wants no sugar. The four messaging pillars, from vitalizing body and mind to functional energy without sugar. And four competitors mapped in a shopper's head: Monster, Celsius, Ghost and Rockstar. Three of the fourteen films below are aimed straight at those triggers.
11
Brand DNA sections
6
marketing channels read
4
competitors mapped
0
reference images supplied
Then every product page, at a depth a person would not bother with
Next, each of the four product pages into a Product DNA: the can's exact proportions and finish, the silver-and-blue of the original against the black-and-silver of Zero, the peach and the summer artwork, the formulation claims each page makes and the ones it avoids, and the scale of a 250 ml can in a hand, in snow, on rock. That last one matters more than it sounds: a can drawn ten percent too large reads as a novelty item, and the whole set was made against a measured reference. A person could read four product pages this closely. Nobody does it for all four, at this speed, and then holds every claim in mind for every frame.
1:40 pm
The Energy Drink, in the brand's own territory
The original can went first because the brand's territory is the hardest to enter: a mountain, a swell, a court, and a decision taken in the seconds before the thing everyone films. The studio proposed six films for it, five of them cinema-wide, and the five run here at the width a 16:9 film is made for. A thirty-second one on concrete opens: the last possession rather than the shot, with the voice-over ending on the one line he says out loud. Then cold water at dawn; then the lane the brand built a racing team around, a wet circuit under floodlights and a driver who goes out in the rain; then a wall of blue glacier ice with no voice at all, because the effort says it. Watch what stays the same: the can is always the receipt, never the hero.
Film · Energy Drink · 16:9 · 0:30
One Clean Look
The ball gets loose. The clock does not.
The legs get loud before the decision does. Streetball under an overpass at dusk, one possession left, and the safe pass sitting wide open while he keeps it anyway. Thirty seconds of Red Bull spec film about backing yourself instead of the percentages, the brand's territory, played on concrete.
Voice-overThe ball gets loose, the clock does not. Late in the session, the legs get loud before the decision does. The safe pass is open; he keeps the last possession. "I had one clean look left."
Four Energy Drink films, one at a time. The strip moves on its own; press a frame to hold it, or the film to watch with sound.
Then the vertical, a creator-style film that names the three o'clock slump the Brand DNA listed as a trigger, and one quiet still for the driver and the camper the reading calls secondary audiences.
Film · Energy Drink · 9:16 · 0:10
The 3 PM Crash
I hit a wall every afternoon at three.
Everyone has a three o'clock. Naming it out loud at a running track, phone in hand, is the whole hook, problem first, product second, no performance anywhere. A 10-second creator-style Red Bull ad written to the feed's oldest structure: someone who sounds like you, admitting something small.
Voice-overI hit a wall every afternoon at three. Coffee makes me too jittery. This works in ten minutes. Honestly, grab a cold one.
Still · Energy Drink · 9:16
Tailgate
Not only for the extreme.
A man on a truck tailgate in a forest clearing, one can, no hurry. The quiet still in a loud set, made to test whether the brand can speak to the long-distance driver and the weekend camper the reading lists as secondary audiences, without shouting.
Press the film to watch with sound, or the still to see it full size.
And as stills, with the can in the middle of the action
The still set for the original can is four lifestyle pictures and one wide headline ad in the brand's own photographic register: high contrast, one body, one can, the moment held. Two of them are made for a cold audience on the fitness feed, two for the consideration stage, and none of them needs a headline.
Still · Energy Drink · 9:16
The Leap
Pure kinetic energy in one frame.
A climber mid-leap, water spraying beside the can on electric blue. The frame that stops a thumb: no copy, no set, one body in the air and the can in the same instant. The kind of energy-drink ad that earns attention in a crowded feed, and the still we would run first.
Still · Energy Drink · 9:16
The Shoulder
Water exploding behind her on black.
Crouched, the can to her shoulder, water exploding behind her against black. Athletic product creative for retargeting the sports and fitness audiences the reading names first: cold, wet and fast, with the can in the middle of it.
Still · Energy Drink · 9:16
The View, Earned
Crouched on a cliff at sunrise, can in hand.
A hiker crouched on a cliff edge at sunrise, can in hand, the view paid for before six in the morning. An outdoors lifestyle still for the audience the Brand DNA calls adventure-seekers, the ones who buy by the case before the weekend.
Still · Energy Drink · 9:16
The Portrait
Face, product, done.
An athlete in outdoor gear, can in hand, on a dark backdrop. Straightforward portrait creative for the consideration stage: no location, no story, a person and the can, so the feed sees a face before it sees a logo.
Press any of them to see it full size.
The feed is vertical; the site, the YouTube masthead and the television are not. So the motocross lane got a wide headline ad of its own, laid out for a banner rather than cropped down from one, with the copy in the brand's two-word imperative.
Still · Energy Drink · 16:9
No Compromise
No compromise.
A rider carving a berm in a wall of orange dust, the can standing clean beside the copy. The wide headline ad for the original can: the same motocross lane as the vertical, laid out for a site banner, a YouTube masthead and connected TV, where the feed's 9:16 would be cropped to nothing.
The wide headline ad for the original can. Press it to see it full size.
2:30 pm
Two editions, two arguments
A flavor edition is a marketing problem the studio had to solve twice. The Peach Edition lives in the brand's culture lane, so its films are about a canvas, a rail line and a studio clock rather than a mountain. The Summer Edition is sold on the pause rather than the rush, so its films are about the sharp line and the one clean window. Same can shape, two different arguments, and the reading of the brand is what kept them apart. The Peach films open this chapter: a canvas in a concrete studio with a voice-over, a snowboard rail line at golden hour with a named rider, and a studio clock counting down a mix with no voice at all.
Film · Peach Edition · 16:9 · 0:15
The Midnight Canvas
A blank canvas demands truth. Doubt is a shadow.
A blank canvas is an accusation. Orange and black falling into place in a concrete studio while doubt sits in the room like a shadow that has to be painted over. A 15-second Red Bull Peach Edition film in the brand's culture lane, the same nerve as the sports work, no board required.
Voice-overA blank canvas demands truth. Doubt is a shadow. Make your mark.
Three Peach Edition films, one at a time. Press a frame to hold it, or the film to watch with sound.
And the Peach vertical, a creator-style film built for TikTok Shop rather than television.
Film · Peach Edition · 9:16 · 0:10
The Midnight Creative Hustle
I edit 15 hours a day. I only trust one tin.
Trust is the claim here, not caffeine. A fifteen-hour edit, a timeline still glowing at midnight, and one tin she says she relies on. A 10-second creator-style Red Bull Peach Edition ad that borrows a working person's credibility and closes on link-in-bio, built for TikTok Shop, not television.
Voice-overI edit fifteen hours a day. I only trust one tin. Normally my brain taps out by ten p.m. This peach sugar-free is the real saviour and the focus is instant. Link is below, grab it before it sells out.
Press the film to watch with sound.
The Peach Edition as stills, in a studio the brand has never used
Red Bull does not shoot in studios, which is exactly why the Peach Edition's stills were made in one. A flavor edition needs its own color before it needs its own mountain, so the studio gave it coral, pink and royal blue, one athlete at a time, and a surreal wide for the placements where another action photograph would disappear. Three of them, one wide first.
Still · Peach Edition · 16:9
Define Their Boundaries
For those who define their boundaries.
A swimmer in royal blue, one arm over his head, the pink can held up on a saturated coral ground. The Peach Edition's studio hero: no location, one athlete, one color clash, and the line for the person who sets the limit rather than meets it.
The Peach Edition's studio hero. Press it to see it full size.
Still · Peach Edition · 9:16
Wings Without Limits
Wings without limits.
Shot from above: a woman holding the pink can up to the camera on a peach ground, fruit and droplets suspended around her. The Peach Edition's vertical headline ad, built for Stories and Reels, where the top-down angle stops the thumb before the copy does.
Still · Peach Edition · 16:9
Instant Focus
Cold peach rush sparks instant focus.
A runner balanced on a floating peach slice over a blue sea, the can taller than she is. The surreal landscape for the Peach Edition, made for the placements where the brand's action photography would be one more action photograph: a homepage banner, a display unit, a wide social card.
Press either to see it full size.
Then as headline ads, with the copy already on
Films sell the mood; the feed still needs an ad with words on it. So the cans went through the static ad editor: four headline ads, each with the wordmark, a line and nothing else, in the brand's own imperative. Conquer the incline. Zero hesitation. Ride the surge. Power through the friction. On-image copy means every one of them runs with the sound off and no caption, which is how most of the feed watches.
Still · Energy Drink · 9:16
Conquer the Incline
Conquer the incline.
A showjumper driving a black horse up a grass incline beside the can, with the line on the image. A headline ad written to the brand's own action-sports register and ready to run on Meta and TikTok as is, sound off, no caption needed.
Still · Energy Drink · 9:16
Zero Hesitation
Zero hesitation.
A rider carving a dirt turn in a spray of mud, the copy baked in. Headline creative for the motorsport audience the brand already owns, and the ad that works with the sound off, which is how most of the feed watches.
Still · Energy Drink · 9:16
Ride the Surge
Ride the surge.
A surfer tucked inside a sunset barrel with the line across the sky. Headline creative built for TikTok and Reels, where the image has to do the talking, in the brand's surf lane.
Still · Summer Edition · 9:16
Power Through the Friction
Power through the friction.
An SUV punching through dust with the line on the image. A headline ad for the off-road crowd, and the still twin of the Summer Edition film: on-image copy means it runs anywhere without an edit.
Four headline ads with the text and layers already placed. Press any of them to see it full size.
The Summer Edition got the other argument: not more speed, a sharper pause. Its landscape film is a desert off-road run that stops for one cold second and buys the next climb with it.
Then three more films about the edge, because the pause only means something if the ride before it was real: a coastal motorcycle film about attention as the real fuel, thirty seconds of wet-forest enduro that ends with a helmet off and a cold can, and a frozen wall above the cloud where a voice-over treats every step as a payment and the yellow can comes out on the summit, because summer tastes better up there.
Film · Summer Edition · 16:9 · 0:15
The Heatline Cut
This summer, take the sharp line.
Summer at full speed is not the hard part. Keeping up with it is. Dust off a UTV in desert canyon ruins, then shade, then one cold sharp pause that buys the next climb. A 15-second Red Bull Summer Edition spot built around the reset rather than the rush, a flavour extension given its own argument.
Voice-overSummer hits at full speed. The afternoon asks for more. A sharp pause makes room for the next climb. This summer, take the sharp line.
Four Summer Edition films, one at a time. Press a frame to hold it, or the film to watch with sound.
Then a vertical for the first cold can of a hot afternoon, and two square product pieces that do the explaining: one with the four uses drawn on, one with the lime and the boost called out. After those, four stills that stay with the pause: the can against a cheek, a climber in shadow before her route, a pour on dark rock, a splash at ground level.
Still · Summer Edition · 9:16
Summer Is Here
Summer is here.
A woman laughing on a sunlit deck as the can sprays open in the golden hour. The Summer Edition's vertical for Stories and Reels, and the warmest picture in the set: the first cold can of a hot afternoon, nothing more.
Still · Summer Edition · 1:1
Four Summer Afternoons
One can, four uses, with the steps drawn on.
The Summer Edition on a garden table with lime and mint suspended around it, and four numbered uses drawn on: the festival, the pre-workout, the mocktail, the study session. A product infographic for the feed and the product page, where a reason to buy does more than a mood.
Still · Summer Edition · 1:1
The Citrus Archipelago
The lime, and what it is for.
The yellow can on a lime slice floating in blue water under a yellow sky, with the two product claims called out beside it. A square product hero for the feed and the catalog that explains the flavor and the boost without a person in frame.
Press any of them to see it full size.
Still · Summer Edition · 9:16
Cold Steel
You can almost feel it.
The chilled can held against her cheek, eyes closed. A sensory product still that sells the cold hit before the caffeine, made for a summer edition whose whole argument is the pause.
Still · Summer Edition · 9:16
The Cold Metal
The cold metal against tight skin.
A climber sitting in shadow before her first route, the can in both hands, the line beside her. A quieter headline ad about focus rather than adrenaline, for the moment before the effort rather than the effort itself.
Still · Summer Edition · 9:16
The Pour
Taste, with nobody in frame.
The can on dark rock, an amber splash arcing beside it. A pour-shot product still that sells taste and refreshment without a person, for the placement where a face would be one thing too many.
Still · Energy Drink · 9:16
Ground Level
Cold, wet and ready.
Crouched beside the can as it lands on wet ground. Grounded, athletic lifestyle creative for a cold audience on the fitness feed: the product at eye level, the splash doing the work a headline would.
Press any of them to see it full size.
3:30 pm
Zero, sold as precision
A sugar-free line extension is the easiest product in the world to make boring. The studio's answer was to give Red Bull Zero the most precise argument in the set: races are lost in units too small to feel, and the reformulated can is for the person who counts in them. The chapter opens on loose alpine scree, where the ground gives way and the can is what you earn your focus back with. Then the film that says the argument in one line, own the millisecond; a creator-style review that repeats the one specific detail a shopper tells a friend; and four product heroes close it, because Zero is also the can that has to look right next to a price.
Film · Zero · 16:9 · 0:16
Earn Your Focus Back
Pressure finds the truth.
Pressure finds the truth. A loose scree descent in high alpine light, the ground giving way under the front wheel, and a rider who reaches for the can before he looks at the view. Sixteen seconds of Red Bull Zero film that sells the sugar-free can as the thing you earn focus back with, to a rider who already knows how fast a line goes wrong.
Voice-overThe ground gives way. Pressure finds the truth. Then earn your focus back with Red Bull Zero.
Two Zero films, one at a time. Press a frame to hold it, or the film to watch with sound.
Film · Zero · 9:16 · 0:15
The Zero-Sugar Detail
Honestly, this made my everyday routine feel so much easier.
The reformulation is the news, so the ad simply lets her explain it. A golden hillside, a cold can, and the one specific detail a shopper repeats to a friend. Fifteen seconds of creator-style Red Bull Zero review for TikTok Shop, where enthusiasm does the work a spec sheet cannot.
Voice-overHonestly, this made my everyday routine feel so much easier. I was so excited to try the new Red Bull Zero, it's got monk fruit extract, which is a game changer. It tastes amazing and I feel great. Seriously, you have to try it.
Press the film to watch with sound.
Still · Zero · 9:16
Locked in Ice
The can, frozen solid.
The Zero can frozen inside a block of ice, with the line on top. A product hero that is clean, cold and Shopping-thumbnail ready, and the picture that goes next to the price.
Still · Zero · 9:16
Zero, Suspended
A product-only hero.
Red Bull Zero surrounded by floating droplets on a dark ground. A product-only hero for catalog and Shopping, the version that keeps the ad account and the product page looking like one brand.
Still · Zero · 9:16
Blue Smoke
The premium-feeling variant.
The Zero can on a pedestal wrapped in blue smoke. The moody product hero for retargeting and homepage banners, where a can has to look like an object worth wanting rather than a drink in a fridge.
Still · Zero · 9:16
Wedged in the Climb
The product as terrain.
A hand reaching past the can wedged in wet slate, water splashing. Red Bull Zero placed inside the climb itself: a lifestyle still where the product is part of the terrain rather than held up to the camera.
Four Zero heroes: frozen in ice, suspended in droplets, wrapped in blue smoke, wedged in the climb. The first three are for catalog, Shopping and the homepage; the fourth puts the product in the terrain. Press any of them to see it full size.
4:30 pm
What a very long lunch buys you
17
films
24
stills
4
products
12
voice-overs
0
shoot days
Forty-one pieces of finished creative, every one in the brand's own territory, from four product pages and no shoot, in a few afternoons of part-time work spread over a few days. One lunch was never going to be enough for this brand, and we will admit that freely. It still comes to less time than a production company spends on the schedule alone, and the set reads like months of work. Twelve of the seventeen films were written to a voice-over, two of them with a named rider, and the can is drawn to a measured scale in all of them. A production company would need a mountain, a swell, a court, a desert, a rainforest and a studio, in five countries, and a month.
Territory you can check. Every film is about the decision before the effort, not the effort, because the Brand DNA read the positioning as owning action sports culture rather than selling a drink.
Built to the audience list. The three o'clock slump, the fifteen-hour edit and the sugar-free routine each got a creator-style film, because the reading listed them as triggers.
Format-native, not resized. Fourteen landscapes for YouTube, connected TV and the site; three verticals for TikTok Shop and Reels; twenty-four stills for the feed, the site, catalog and Shopping.
A place to say no. Every film was read as a concept board before it rendered, and every one can be sent back with a note.
One film is left, and it is the one this page opened on: thirty seconds for the original can with a named rider, and it carries the whole set's argument in one pass: the decision before the effort, with the can as the receipt.
Film · Energy Drink · 16:9 · 0:30
The Whiteout Decision
One pass before the whiteout takes the ridge.
One pass, no signal, no second take. The ridge closes and the only variable left is what she decides in the next four seconds. Thirty seconds of Red Bull spec film in the brand's own territory: not the trick, but the commitment immediately before it, with a can half-buried in snow as the receipt.
Voice-overMarisol has one pass before the whiteout takes the ridge. The first line breaks beneath her. The shot, the ridge and her confidence go with it. No signal, no replay. She rides the version only she can choose. That was the take. The ridge ended. Wings answered.
Thirty seconds, one pass, one name. Press it to watch with sound.
If this were a real engagement, the last afternoon would end differently. The brand's team would approve or reject each piece in the Creative Library, pick which of the sixteen spokesmodels carry the year, resize the stills for every placement, and have the lot in a shared folder by the evening. That part of the studio is already built; it is what the help centre documents, step by step.
Products featured
01
Energy Drink
The original 250 ml silver-and-blue can: caffeine, taurine, B vitamins and sugar.
02
Zero
Zero sugar, zero calories, the same wings, reformulated.
03
Peach Edition
The peach-nectarine edition, sugar-free, in the brand's culture lane.
04
Summer Edition
The seasonal edition, sold on the sharp pause rather than the rush.
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