I’m so impressed with Red Bull’s The Art of Flight.

First of all, it looks amazing. So much talent has gone into both the physical camera work and the post production. Second, I enjoy watching people ski beautiful mountain slopes. Now, I don’t care too much for snowboarding specifically, but nothing is perfect.

Still, what amazes me the most is that this is pure marketing. It’s not really an artistic piece of work; it’s a feature-film length advertisement for Red Bull. That is also artistic. It’s like having this idea to create ads that are so good that the target audience will carve out valuable time from their lives to watch and truly enjoy it. And Red Bull has executed on such an idea. Now, as a PR professional, I do hope that we will see more ads like this in the future.

With that said, I’m under no illusion that this marketing project was a bargain to produce. Maybe this type of effort will require a global consumer brand that is heavily invested in lifestyle messaging. After all, Red Bull has already gone all in on endorsing the extreme sport industry a long time ago. OR, might we see other types of brands in other types of industries try their hands on this level of production quality?

In any case, The Art of Flight is a pinnacle in Red Bull’s efforts to showcase the surround message that their product “gives you wings.” Maybe not by drinking it exactly, but by sponsoring the lifestyle of these types of influencers.