RED BULL HART LINES

Client: Red Bull

Role: Creative Director / MODV Group

Project Overview: Campaign & marketing assets, award design/fabrication/project management, social media assets, course graphics

Detroit’s Hart Plaza is home to a one-of-a-kind street skateboarding competition from the mind of Ryan Sheckler. Red Bull Hart Lines is a high-energy skateboard event featuring an innovative contest format where the biggest names in skateboarding take on a unique two-lane course and put their skills to the test. The event is part of the Red Bull Signature Series which is broadcast on NBC as well as live streamed on Red Bull's website.

CAMPAIGN

With the event taking place in downtown Detroit at Hart Plaza, Red Bull wanted the campaign to capture the location and feature the iconic skyline and unique setting for this one-of-a-kind skateboard contest, as well as feature the brainchild of the event, Ryan Sheckler. Multiple photos were composited together to create the campaign for the contest in order to show the overall scope and magnitude of the event. This look was then reproduced in print (posters, postcards, banners) and digitally (web banners, social media assets) to promote the event.

COURSE GRAPHICS

Red Bull wanted to enhance the look and feel of the course by further engraining the culture of Detroit into it. With so many iconic landmarks in the surrounding area, the decision was made to use the likeness of sculptures such as The Spirit of Detroit and the monument to Joe Lewis, The Fist, as well as the iconic Detroit skyline. High contrast image composites were created and were installed on the walls of Hart Plaza and course obstacles as oversized temporary vinyl stickers. The graphics were so well received by the city government and community, that certain graphics were left to become additional landmarks within Hart Plaza.

AWARDS

This unique event also called for some one-of-a-kind awards. Red Bull wanted to embrace the spirit of Detroit, Hart Plaza as well as skateboarding with the trophies. Faux concrete bases were constructed out of wood to represent the Hart Plaza environment. Engine pistons were bored out and had bearings pressed into them which were then mounted to skateboard trucks and adorned the top of the awards. Printed aluminum panels were mounted to the top and face of awards. Oversized open end wrenches had steel posts welded to them to accommodate printed aluminum plates. Skateboard bearings and bushings were used for stand-off and spacer embellishments. The end result, some amazing awards that athletes battled for the privilege of taking home.