Founder at Synchronized Studio. Art Director, Webby Awards winner, Independent of the Year 2019, 2020 by Awwwards. Collabs w/ Apple, Google, Adobe, ESPN, Nike, IBM, Coinbase, GoDaddy, Coursera, Mercury.
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1988, East Tyrolean, Austria. It's already 35 years since the dream of Werner Grissmann, a former World Cup skier, became reality. One of the toughest races was launched, featuring four merciless physical tests: running up a mountain, flying through the air, battling uphill on two wheels and braving the rapids on water.
The first Red Bull Dolomitenmann was born. A race which would have become epic in the years to come and the first one in which the energy drink company started getting closer to the tribe which would have made them the giant they are today: the adrenaline junkies!
From that original race, several other crazy ideas followed:
- The Red Bull Flugtag, in which competitors attempt to fly home-made, human-powered flying machines
- The SoapBox Race, where amateur pilots challenge one another by presenting extremely creative, hand-made, motor-less vehicles, judged for their aesthetic, their speed and their road-holding
- The Red Bull Crashed Ice, the fastest winter extreme sport on skates, which involves downhill skating at unimaginable speed in an urban environment, on a track which includes steep turns and high vertical drops
We could go on and on for ages to share all the epic experiences created by the brand, but pay attention to one thing: these were not just publicity stunts, all these executions together brought Red Bull to the success they enjoy today:
--> A total of 11.582 billion cans of Red Bull were sold worldwide in 2022 (+18,1% vs. 2021, which was already an extremely successful year)
--> Group turnover up 23,9% from EUR 7.816 billion to EUR 9.684 billion
--> As of the end of 2022, Red Bull employed 15.779 people in 175 countries
Enjoy some of the craziest moments of the Red Bull races in this video, fully representing the tribe of the #AdrenalineJunkies.
https://lnkd.in/dNTY-dak#RedBull#Marketing#TribalMarketing
Discover more about #MindsetTribale at https://lnkd.in/duyGTd-G
Arts & Culture Partnerships: Beauty & MrBeast
Last month was a unique moment in Sydney Opera House history. We don’t normally do product activations on the Forecourt, but this wasn’t an ordinary ask. MrBeast is the most viewed person on the Planet, Gen Z’s ‘Oprah Winfrey’, who also appeared on the Opera House Forecourt giving things away, but that was 10-years ago!
MrBeasts swift rise has been spurred by massive changes in the media landscape where individuals have replaced institutions as the gatekeepers of entertainment and information. Credit: Time Magazine.
MrBeasts event provided a unique opportunity to embody the Opera House mission of being ‘Everyone’s House,’ by attracting a Gen Z audience, hosting a free public event, and generating partnership revenue to continue fulfilling our strategy. Other brands typically pay between US$2.5 million to $3 million for a MrBeast shout-out, and running an ad before one of his videos is similarly costly (Time Magazine). Thus, not only did the Opera House benefit financially, but we also gained by association. While exposure is not the Opera Houses primary need, demonstrating that it is a place for 'Everyone' and raising funds so we can continue to do so, is a priority.
Props to the Head of Partnerships Chloe Sawyer and the #SydneyOperaHouse team and of course #MrBeast👏 🍫 Feastables and the extended team Luisa CaroJane Dillon & Annabelle GigliottiOrganic Australia#Partnerships#ArtsFunding#Marketing#Culture
Watch analysis from #GruenHQAustralian Broadcasting Corporation (ABC)#WillAnderson#LiannaRossi#ToddSimpson#SunitaGloster#JaneCaro
Today's #ProjectReflection is a commercial for P&G - 'Strong', part of the 'Thank you, Mom' campaign back in 2016.
I was working in the Finishing Department at JOINT, the post house for Wieden + Kennedy in Portland, OR under the tenacious Alex Thiesen at the time.
Finishing involves final VFX touches and mastering (creating the final deliverables). At the time we were using pretty exclusively Flame for finishing at Joint - which combines VFX and editing tools. Our team put some final touches on the spot after the main edit was approved by client, and mastered the many deliverables.
Mastering commercials can be a pretty boring, but critical step in commercial post. My role in this was often to organize and QC many, many video files - cross reference the names matched the content, look for errors (either in export or piece itself), and finally upload to content distributor.
Although an under appreciated talent, I have always been practically good at QCing these files - it is a skill set in-and-of itself to be able to watch the same content 60+ times and be able to spot differences. I've caught more single black line of pixels, floating mattes, or slate errors than I can count over my career.