RED BULL UNFORESEEN BACK TO BOSTON
Red Bull wanted to reconnect with Boston’s college crowd—across schools, across subcultures. So we threw a back-to-school event that felt more like a shared secret than a branded activation. Three thousand students showed up. The line wrapped around the block before doors even opened. I led the creative direction from concept to rollout. That meant spatial design, identity, visuals, projection mapping, merch, and every detail attendees would interact with. We built a stage installation referencing Boston’s infamous “Storrow Bridge”—known locally for shearing the tops off box trucks. Ours featured a Red Bull truck lodged under the bridge, with the DJ inside and motion graphics projected through the crash site.
The event hit exactly what it needed to: huge attendance, high visibility, and a genuinely resonant connection with the local student audience. Social response was strong, and the experience felt custom—not just “on-brand,” but worked because it respected context. It wasn’t loud for the sake of being loud. It was specific, intentional, and culturally fluent. That’s the difference between an event and a moment.
Why it worked
Lets's Move worked because it respected context. It wasn’t loud for the sake of being loud. It was specific, intentional, and culturally fluent. That’s the difference between an event and a moment.
