From Concept to Viral Success: A Comprehensive Athlete Activation
Flight Mode – Tom Pagès
FMX legend Tom Pagès came up with his most ambitious project ever: After reinventing FMX on land, he wanted to combine freestyle motocross and freefall off a 135m cliff in Avoriaz, France.As Head of Content, Communications & Digital Marketing at Red Bull, I orchestrated the storytelling, content production and amplification on Owned – RedBull.com; RedBull TV and Red Bulletin magazine, Earned, Paid and Social channels.The challenge was to build momentum and rise above the noise with content that would not be dismissed in a feed as “just another stunt,” but rather recognized and shared as a unique performance and story.The project went viral worldwide, achieving over 100 million video views on social media and receiving extensive international coverage, from digital platforms to TV broadcasts.“CGI or real images?”
This teaser generated huge engagement and brand love, building momentum before the launch.
TikTok Raw POV.
Over 5M video views; 44K likes; 3K comments.
Main social asset.
The hook was carefully designed to bring tension to the piece.
The story behind the performance.
A 37-minute documentary for Red Bull TV, translated in four languages.
