/A/
AOF_HERO 2.jpg

The Art Of Flight

The Art of FLIGHT (AOF) was a film produced by Red Bull Media House and Brain Farm. As its project leader for Red Bull I oversaw its creative development and go-to-market plan. This included all film marketing online/ in-store, biz dev, partnerships, creative, premiere tour, and digital strategy. Our efforts resulted in over 1B media impressions.

I knew the film would be a success within "action sports". My true aim was to reach far beyond action sports and use Red Bull's entire marketing mix to do it. 

andrew.com copy.001.jpeg

The marketing mix we built was more robust than any media mix Red Bull had built before 

 
 
 
 

"It was like figuring out how to change the direction of a massive ship you're riding on. Once we got the business bought into our strategy the project started breaking barriers."

-A

 
 
 
 
Screen Shot 2017-09-01 at 5.05.30 PM.jpg

A unique social strategy and UX/UI for the film's website aided in 1M page views in the first 120 days and a FWA Design Award

AOF_nyc.jpg

42 sold-out premieres in over 21 countries with more than 50k spectators

AOF_Action7.png

It premiered as #1 on iTunes download charts in 3 categories for over a week (Sports, Documentary, and overall Top Charts)

Write here...

AOF_Action5 2.jpg

And garnered 900M media impressions in its first 4 weeks  and 1B overall impressions across 50 countries

 
 

The Art of Flight's global success legitimized our endeavors in building a media business and gave a tentpole marketing playbook later used for Red Bull Stratos.

 
 

Check out my other work below.