The catch? We had four hours to film and a year’s worth of content to create.
After downing about a case of the infamous energy drink, we found one solution to both of the asks — content inside of content (Content-ception?). We couldn’t double the length of the shoot, but we could double the amount of production. While capturing the social content with A.D., our crew separately filmed and directed the prank with Malone, disguised as an extremely tall custodian with a habit of causing commotion every time we started to roll cameras.
It turns out, Red Bull really does give you wings — to go viral, that is. The video got over 4 million views on Red Bull’s YouTube channel in just two days and became an internet and sports enthusiast sensation.
A.D. loved the prank so much, he wanted to get in on the action himself. We freestyled mid-shoot and came up with an April Fools’ Day spot where he “shaved off” his signature unibrow to share on his personal social media accounts. “The Shaving” video earned another 10 million views via Red Bull’s social channels.