Red Bull Can You Make It?

Centered around adventure and problem-solving with limited resources, “Red Bull Can You Make It?” invites international teams to embark on the trip of a lifetime. Participants travel across Europe, taking on challenges and sharing their journey with the world via social media. But there's a catch: they're only allowed to use cans of Red Bull as currency. It’s not just about the destination, but about the unique moments and experiences along the way.

To boost fan engagement, the Enlive team developed a series of custom AR effects that highlight key elements of the competition, and organically integrate brand values. Each experience was designed with multiple scenarios in mind. Part of the idea was, that participants use some of the effects to activate followers during the challenge, while others were especially focused on entertaining fans at home. The central goal was to create a strong companion experience, increasing exposure, encouraging highly shareable fan content, and rewarding users with fun micro-interactions.

Developed in 2019, and being one of my first commercial AR campaigns, the broad project scope offered some interesting challenges for me. I had the opportunity to design and implement fully customized game mechanics for the interaction-heavy “Monument Hunt” effect, while another key part was to translate Red Bull’s iconic elements into numerous digital models. It was a unique chance to apply my skills across different areas, from 3D modeling and game design, to visual communication and brand strategy, bringing together a seamless experience.