Red Bull: Kaleidoscope [4 min]

Credits & Description:

Agency: Rsa/Black Dog Films London
Client: Red Bull Media House
DirectorBen Scott
Director of Photography Marcus Domleo
Editor Matt Felstead
Executive Producer Kai Hsiung James Milnes
Producer Alex Heatcote Paul Shepherd
Production Company RSA Films
Brand Manager (Client) Sophia Granpera
Production Company: Rsa Films, London
Additional Company: Rsa Films, London
Executive Producer: Paul Shepherd (Red Bull Media House)
Director: Ben Scott (Rsa Films)
Director Of Photography: Marcus Domleo (Freelance)
Executive Producer: James Milnes (Red Bull Media House)
Executive Producer: Kai-Lu Hsiung (Rsa Films)
Producer: Alex Heathcote (Rsa Films)
Editor: Matt Felstead (Big Buoy)
Campaign Description:
Create an ever changing environment for a BMX rider to showcase their skills. With conceptual design at its heart and the aim of creating the most ambitious and artful riding film ever made. A space which both challenges the rider more than any other environment he’s ever ridden, but also offers up opportunities for him to achieve feats that have never been achieved on a bike before.An authentic riding film that connects with the audience. Every bit of trickery must be captured in camera and be a feat of skill and engineering rather than post-production trickery
Synopsis:
Kriss Kyle is recognised in BMX circles as being the most promising and exiting new rider in the world. The brief was to create a film which echoed this value of innovation, to make the most ambitious and artful BMX film ever made.
Execution:
Several weeks were spent designing on paper and then with computer pre viz technology to create the BMX ramps. To achieve the visuals the director decided to use anamorphic optical illusions and “impossible objects”. Whilst having the ramps themselves all be kinetic. Something which has never been done before.At this point Ben spent time with Kriss Kyle (the athlete) and refined these initial ideas into the set pieces that were built.A further six weeks of build time and 2 more of rehearsal, before they were finally ready to shoot for 10 days.The resulting film was shown online and in cinemas. It also created images that were built into their own Instagram account. It has its own dedicated website within the Red Bull main site, alongside several making of films. There was a tie in with Sony Experia which led to a nationwide billboard and press campaign.
Outcome:
Praised by national press and sports press alike. Nearly 2million views via YouTube. Praised as the most innovative sports film ever.
Strategy:
Design and build a combination of physical set pieces that are both visually arresting and provide a platform for the BMX rider to shine. Use clean strong graphic images that will lend themselves to being shared with social media, and stand out amongst others. Whilst also stand up to bill board internet and cinema release.By spending time with the rider and immersing in the culture of the sport, forge a strong bond with the athlete, and within this collaboration and over the design period gradually push the known limits.Create a series of agreed large scale set pieces, that at one time deliver the athlete with a supreme but known challenge. But those same set pieces combine with each other to flexibly create a space where unknown challenges can also be found.
For the Kaleidoscope project with Red Bull and Sony, esteemed set designer and first time director Ben Scott created one of the most innovative BMX sets ever. Incorporating moving ramps and optical set pieces, the resulting film features some never before seen visual effects as professional BMX rider Kriss Kyle tackles the Kaleidoscope. The film exudes an authenticity that connects with the audience, with no post-production trickery required to make this film work. Every bit of trickery was captured in camera as a feat of skill and engineering rather than post-production trickery.