The world of competitive gaming has evolved quite a bit since Fred Savage donned a Nintendo Power Glove to compete in a $50,000 video game tournament. Over time the video game industry has seen tremendous growth and has ushered in a new era of competitive gaming called eSports, which in turn has spawned an enormous audience that is highly engaged with online content.
In May 2013 Red Bull launched their eSports program with content being an integral part of their marketing plan. For this project we wanted to reach the core gaming audience as well as create content for those not familiar with professional gaming to draw them into the world of Red Bull. These two videos are examples of creating content that can speak to the core but still be accessible for those not “in the know.”
Location: Seoul, South Korea
Directed by: Distillery LA