Red Bull | X-Fighters

The Red Bull X-Fighters World Tour is the premier Freestyle Motocross series in its discipline of motorsport. The series travels all around the world to incredible locations as the riders perform heart-stopping tricks all in the name of becoming champion. 2014 marked the first time a Red Bull X-Fighters World Tour stop was to be held in South Africa. We set out to create a campaign to bring the global excitement of Red Bull X-Fighters to life with a uniquely South African look and feel. To do this we created a series of patterns and handcrafted typefaces that combined elements of the high-octane, extreme nature of the sport with the tradition, heritage and aesthetic of South African art and culture.

Key Visual - S.A Poster

CUSTOMISED TYPE

Two handcrafted custom alphabets for Red Bull X-Fighters allowed us to create a design that is unique amongst the rest of the stops on the world tours.

The typefaces were inspired by township sign-painting which is traditionally done by hand.

Primary alphabet & numbers

Secondary alphabet & numbers

PATTERNS

Three unique patterns made up using details from the world of freestyle motocross were used as background elements throughout various collateral pieces.

LIMITED EDITION CONCEPT CAN

A limited edition Red Bull can featuring the venue of the 50th Red Bull X-Fighters World Tour stop, the Union Buildings, was created.

Initial can sketches and detailed close-up

TRIVIA GAME

To help educate South African consumers about Red Bull X-Fighters there was an in-store consumer

mechanic which there drove to an online trivia game and offered the winners the chance to experience

Red Bull X-Fighters live.

Example of trivia questions

Example of level-up counter

TROPHY SHIELDS

The top three warriors of Red Bull X-Fighters’ trophies were made look like traditional Zulu shields with spears and knobkerrie.

First, Second and Third place trophy details.

HEADDRESS

In addition to the trophy, the winner of the South African stop of X-Fighters was adorned with a traditional chieftain headdress.

MEDIA KIT & MEDIA BOX

To celebrate the arrival of Red Bull X-Fighters with a uniquely South African flavour the media kit featured toy motorbikes made in African-style tin craft from Red Bull cans.

Media Box

Media Kit

MADIBA SHIRTS

Customised Madiba shirts worn by the judges

BUFFS, CREW T-SHIRTS & HOSTESS OUTFITS

Buffs - handed out to friends of Red Bull

Crew Shirts

Hostess outfits

POS

BILLBOARD & STREETPOLES

Billboard

Street Poles

RADIO

THE EVENT

The Union Buildings

Client: Red Bull
Agency: PublicisMachine
Creative Director: Jake Bester / Gareth McPherson

Art Direction: Joshua Foster
Design: Joshua Foster / Jacque Smit / Cassandra Leigh Johnson / Alicia Nicola / Ansaawf Jakoet
Typography: Studio MUTI
Illustration: Studio MUTI / Cassandra Leigh Johnson

Copywriter: Neil Meyer / Giran Adams

Developers: Michael Celliers / Dustin Silk

Client Service: Jamie Lee Rossiter / Robyn Landsberg

Repro: Mario Arrow

Production: JesseJames studio

Sound Engineer: Chris Bornman

Recording Studio: TINTOY Productions

- THANK YOU -

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