RED BULL

THIS CITY BELONGS TO ME

We built a web based platform that empowered users to customize their own music videos in conjunction with LA and NYC's top creative personalities.

We are creating a user generated video campaign with premiere creatives from New York and Los Angeles.
For Red Bull we created a series of city anthems, stylized like popular music videos to celebrate the unique vibrancy and culture of New York and Los Angeles. The concept put a spotlight on these cultural hubs by engaging the crème de la crème from the creative class in each city to partake in our videos in a way that best represented their love for the cities.
We launched with the two biggest cities in the country, LA and NYC, where we aimed to pluck the heartstrings of users locally and globally by allowing them to be in these videos with their favorite artists, musicians, designers and entrepreneurs. Through a proprietary app that connects to users' Facebook and Instagram photo feeds, images were inserted into specific parts of the video to match the overall style and tempo.
CLIENT Red Bull
INDUSTRY Beverages
LOCATION Global Campaign with activations in New York and L.A.

HIGHLIGHTS
Engaged top influencers in music, fashion, and art from New York and Los Angeles Built a scalable web application so viewers across the world can edit their own version of the music videos.

CAPABILITIES
Content procurement, digital, social media, talent wrangling.
VIDEOS
LOS ANGELES
NEW YORK CITY
INFLUENCERS
PUBLIC SCHOOL
DAM-FUNK
SKRILLEX
SHANTELL MARTIN
ALOE BLACC
RIFF-RAFF
TOKiMONSTA
JUST BLAZE
RED BULL EVENT SERIES
RHONDA INTERNATIONAL
Guy Gerber, Seth Troxler, and more at the Belasco for the Red Bull Music Academy series in LA.
All above photography © Carlo Cruz/Red Bull Content Pool
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