RED BULL: ZERO EXCUSES

Creative Direction
DIGITAL ACTIVATION DESIGN

SERVICES

Red Bull challenged us to create a digital activation centering their Zero product line, while motivating Gen Z to engage in daily fitness by overcoming their biggest barrier: a lack of enjoyment. The goal was to make fitness feel spontaneous, social, and joyful—especially around New Year’s resolutions, when burnout is high and motivation is low.

THE CHALLENGE

We led a Gen Z Think Tank to explore what was holding young people back from consistent movement. The insight? They craved play over pressure. Featuring Red Bull Zero, we created the Zero Excuses Fitness Calendar: Unlock Your Wiiiings, a digital-first campaign built like an advent calendar. Each day, participants opened a digital locker to reveal either a motivational Boost, a high-energy Challenge, or special Red Bull Zero prizes - designed to create tiny moments of movement, joy, and community.

PROCESS
Youth research study with 500 Gen Z respondents informed creative and strategy

Campaign concept and design grounded in behavior-shifting psychology

Daily digital drops hosted on the Red Bull website throughout January and February

50 Gen Z creators produced 200+ pieces of original content

Platform-native social content distributed across Instagram, TikTok, and YouTube

RESULTS
Youth research study with Gen Z respondents informed creative and strategy

Campaign scaled from a US pilot to global markets

THE CREATIVE SOLUTION

Creative DirectionDIGITAL ACTIVATION DESIGN

SERVICES

THE CHALLENGE

THE CREATIVE SOLUTION

MERRELL: HYDRO BLOOM

POSTER DESIGN

Creative Direction
DIGITAL ACTIVATION DESIGN