Red Bull
Understanding how a world-class brand turns athletes, audiences and ideas into culture.
Over more than a decade, my role grew from directing athlete-led films to leading a trusted creative relationship across ideas, platform strategy, athlete activation and commercial partnerships.
90 million views. One athlete’s imagination brought to life.
My relationship with Red Bull began through directing athlete-led projects with Danny MacAskill, including the ground-breaking ‘Imaginate’ in 2012, and then evolved into a partnership spanning more than a decade.
Over the years I transitioned from creative and director of athlete projects into founder of Cut Media, helping build and lead a team responsible for some of Red Bull's most successful athlete and YouTube content. Over the many years working with talent including Max Verstappen, Leticia Bufoni, Grohe and Matt Jones, along with sports from their road cycling team, motorsports, skate and kitesurfing.
The relationship grew because the ambition did.
What began as creative delivery grew into a trusted strategic relationship, contributing to ideation, athlete activation, platform strategy and commercial partnership activation, with a team delivering 3 of Red Bull’s top 10 viewed content ever on YouTube.
Along the way, I gained a deep understanding of how world-class brands connect audiences, athletes and business objectives.
My relationship with Red Bull began with directing ‘Danny Macaskill’s Imaginate’ in 2012, a ground breaking project now sat at over 90 million YouTube views.
Max Verstappen
Red Bull’s most-viewed project of 2024.
Just over a decade later, as founder of Cut Media, as an agency we continued to deliver many of Red Bull’s most successful projects.
This one, with Max Verstappen and the Red Bull Racing F1 team, was their most viewed project in 2024.