Red Bull
Red Bull has long been synonymous with excellence in action sports, music, and dance. However, their footprint in the art scene was lacking. Over four years, I spearheaded numerous national projects aimed at cementing their presence in the cultural landscape, providing wings to artists across the United States.
Latigrafica
Red Bull Latagrafica Edition II, celebrating Los Angeles and Latino art, featured 10 artists across two mediums, including a limited-edition Red Bull can by Ganas. This project adorned Los Angeles with 10 murals over a year, each highlighted at unique unveiling events, and climaxed with the launch of the custom can.
Canvas Cooler
Over four years, we partnered with local artists in 13 cities, fostering a national art presence. Local judges selected winners, while artists and attendees voted via social media, garnering millions of impressions and trending hashtags on X.
Each artist customized a Red Bull cooler, showcased in city-wide activations we produced, then placed in select Red Bull accounts. These functional artworks symbolized collaboration with local art communities.
Winning artists were flown to Miami's Art Basel, showcasing and selling their art at SCOPE Art Fair.
Results
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Distributed across CA, CHI, and TX. As part of the go-to-market strategy, artists held artist mural unveilings across LA.
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Worked with local artists across 13 cities to develop a national art presence. Involved local art judges within each city to select winners.
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Artists leveraged their social networks to promote their involvement, leading to millions of impressions and trending hashtag on X
Todd Palmerton, Former Director of On-Premise @ Red Bull
