Client
Red Bull
Client
Red Bull
Project
Red Bull Photography
Industry
B2B
Services
Creative Direction
Photography
Retouching
Background
Red Bull is not just an energy drink — it’s a lifestyle. Founded in 1987 by Dietrich Mateschitz, the company created a new product category with functional drinks inspired by East Asian culture. But it wasn’t just Red Bull’s product that made them stand out — it was its unique marketing concepts and partnerships.Business Objective
Red Bull approached BORN to create a new website that could house merchandise for all 14 of its affiliated teams. The previous website was outdated and needed a modern, user-friendly redesign. Additionally, Red Bull wanted a new photography style that could work across all of its 40 affiliated teams and elevate the quality of the product photography so it would automatically be associated with the brand.The Challenge
With collections of up to 400 images per team, BORN had to find a way to create a repeatable photography style that could be used at scale and speed. It also had to make the lighting work across a variety of challenging materials, including metal, glass, fabrics, reflective plastics, and ceramics.
Set the brand standard
BORN’s creative team rose to the challenge, developing a unique style that could be replicated across all product shots going forward.
Creation of strict photography guidelines
To keep colours, angles, light and shadows consistent, we ensured consistency across all affiliated teams.
Elevated photography style
The new approach created hard shadows to add intensity and elevate the products, highlighting details within fabrics and materials.
Built-in branding recognition
By creating standard operating procedures, BORN elevated the quality of Red Bull’s visuals and ensured the visuals were recognisable by consumers.
