The Red Bull brief was to develop, and execute a unique international branding platform that celebrates action and adventure sports photographers.
The result was the Illume project. NRG oversaw contest submission and judging, exhibit design, website design, marketing strategies, collateral design, outside sponsorship, exhibit tour logistics and management, and the production of the awards ceremony and exhibit unveiling party.
The result was an international action and adventure sports photography contest and brand installation that toured nationally. Red Bull Illume allowed Red Bull to capture an ownable platform building its brand equity with core consumers whilst deepening its relationships with photographers, athletes, and industry media.