Red Bull is often presented as one of the best examples of content marketing, largely due to the effective way in which it has associated its brand with extreme sports events. Big wave surfing, motocross, BMX racing and sky-diving are just some of the sporting codes that have featured the Red Bull logo over the years. And now, Red Bull is collaborating with another person who dabbles in the extreme—but this time it doesn’t involve sport in any way.
In a new clip, Red Bull showcases free runner Pavel Petkuns navigating his way through the mind-bending installations created by Jason Paul. Throughout the video, the viewer’s spatial perceptions are thrown out the window and its consistently unclear whether Petkuns is upside down or the right way around.