The Red Bull X-Fighters World Tour is the premier Freestyle Motocross series in its discipline of motorsport.
The series travels all around the world to incredible locations as the riders perform heart-stopping tricks all in
the name of becoming champion.
2014 marked the first time a Red Bull X-Fighters World Tour stop was to be held in South Africa. We set out to create a campaign to bring the global excitement of Red Bull X-Fighters to life with a uniquely South African
look and feel. To do this we created a series of patterns and handcrafted typefaces that combined elements
of the high-octane, extreme nature of the sport with the tradition, heritage and aesthetic of South African
art and culture.
Key Visual - S.A Poster
Illustration Detail
CUSTOMISED TYPE
Two handcrafted custom alphabets for Red Bull X-Fighters allowed us to create a design that is unique amongst the rest of the stops on the world tours.
The typefaces were inspired by township sign-painting which is traditionally done by hand.
Primary alphabet & numbers
Secondary alphabet & numbers
PATTERNS
Three unique patterns made up using details from the world of freestyle motocross were used as background elements throughout various collateral pieces.
LIMITED EDITION CONCEPT CAN
A limited edition Red Bull can featuring the venue of the 50th Red Bull X-Fighters World Tour stop, the Union Buildings, was created.
Initial can sketches and detailed close-up
TRIVIA GAME
To help educate South African consumers about Red Bull X-Fighters there was an in-store consumer
mechanic which there drove to an online trivia game and offered the winners the chance to experience
Red Bull X-Fighters live.
Example of trivia questions
Example of level-up counter
TROPHY SHIELDS
The top three warriors of Red Bull X-Fighters’ trophies were made look like traditional Zulu shields with spears and knobkerrie.
First, Second and Third place trophy details.
HEADDRESS
In addition to the trophy, the winner of the South African stop of X-Fighters was adorned with a traditional chieftain headdress.
MEDIA KIT & MEDIA BOX
To celebrate the arrival of Red Bull X-Fighters with a uniquely South African flavour the media kit featured toy motorbikes made in African-style tin craft from Red Bull cans.
Media Box
Media Kit
MADIBA SHIRTS
Customised Madiba shirts worn by the judges
BUFFS, CREW T-SHIRTS & HOSTESS OUTFITS
Buffs - handed out to friends of Red Bull
Crew Shirts
Hostess outfits
POS
BILLBOARD & STREETPOLES
Billboard
Street Poles
RADIO
THE EVENT
The Union Buildings
Client: Red Bull
Agency: PublicisMachine
Creative Director: Jake Bester / Gareth McPherson
Agency: PublicisMachine
Creative Director: Jake Bester / Gareth McPherson
Art Direction: Joshua Foster
Design: Joshua Foster / Jacque Smit / Cassandra Leigh Johnson / Alicia Nicola / Ansaawf Jakoet
Typography: Studio MUTI
Illustration: Studio MUTI / Cassandra Leigh Johnson
Design: Joshua Foster / Jacque Smit / Cassandra Leigh Johnson / Alicia Nicola / Ansaawf Jakoet
Typography: Studio MUTI
Illustration: Studio MUTI / Cassandra Leigh Johnson
Copywriter: Neil Meyer / Giran Adams / Kenneth Van Reenen / Brendan Hoffman
Developers: Michael Celliers / Dustin Silk
Client Service: Jamie Lee Rossiter / Robyn Landsberg
Repro: Mario Arrow
Production: JesseJames studio
Sound Engineer: Chris Bornman
Recording Studio: TINTOY Productions
- THANK YOU -
