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Preface
One Eyed Bird was asked to handle the content acquisition for an experiential multi-stop promotional motorsport tour. The final deliverables for the project were a television special and content that could be repurposed for other media generation and distribution.
The Point
- To produce, direct and edit a branded television special based on the Red Bull Ronnie Renner Freeride Tour
- Generate content that could be used for Tour promo’s and other media creation
- Tie the Red Bull brand into the coverage in an authentic manner
- Grant fans access to the athletes and the “Great Ride Open” scene
Working with FMX athlete Ronnie Renner, Red Bull orchestrated a three-stop tour tying together natural terrain dirt bike riding with branding and sampling opportunities. In an effort to reach the audience at its core the tour stopped at famous natural terrain riding locations that have been influential to the sport and that have been featured in film and television projects.
The goal of the project was to grant fans access to the “scene” by giving them the chance to interact with Ronnie, the other athletes on the tour, and to the camp itself through parties and other events.
Initially, One Eyed Bird worked with the Red Bull team to develop the creative concepts, budgets and production logistics associated with capturing the action and lifestyle footage associated with the tour stops.
Once the Tour began OEB oversaw the production on all three stops. Like many lifestyle based projects it was critical that OEB have a production crew that the athletes and fans were comfortable with so that the content captured would be authentic and natural – not forced in any way. This team was put together and the production at each location went well with high quality footage being captured on a variety of cameras.
Production on the project just wrapped with the final location being Pismo Beach, California. At this point OEB is in the post production phase of the project and is overseeing the creative direction of the final edit on the television special as well as aggregating and delivering the content to both Red Bull and Fuel TV.