Understanding how a world-class brand turns athletes, audiences and ideas into culture.
My relationship with Red Bull began through directing athlete-led projects with Danny MacAskill and evolved into a partnership spanning more than a decade.
Over the years I transitioned from creative and director to founder of Cut Media, helping build and lead a team responsible for some of Red Bull's most successful athlete and YouTube content, working with talent including Max Verstappen, Leticia Bufoni, and Matt Jones, along with sports from road cycling, motorsports, skate and kitesurfing.
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,’ a ground breaking project now sat at over 90 million YouTube views.
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 was their most viewed project in 2024.