Red Bull Rampage
Red Bull
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Taking the Pinnacle of Freeride Mountain Biking to the Streets of NYC
In preparation for the annual Red Bull Rampage, an exhilarating freeride biking competition set against the backdrop of Zion National Park in Utah, Red Bull sought to ignite anticipation and captivate a New York City audience. Tasked with the challenge of bridging the gap between urban life and the breathtaking expanses of the competition's natural arena, PHNTM embarked on a visionary design journey. Harnessing the power of 360 spatial projection, this immersive experience transported attendees to the heart of the untamed canyons, celebrating the event's beauty and thrill.
Challenge
Red Bull Rampage is an annual freeride biking competition held near Zion National Park in Virgin, Utah. To garner excitement around the upcoming event and its broadcast, Red Bull turned to PHNTM to aid in the development of an immersive, street-level experience that could bring the event’s expansive landscape to the city of New York.
Concept
Opting to use 360 spatial projection to fully transport guests to the sprawling canyons of Zion National Park, PHNTM partnered with LUME Studios, a unique venue equipped with the projection technology needed to help bring the event to life. The goal was to completely envelop guests in the world of the park, highlighting both the natural beauty of the event and the thrill of racing across the terrain.
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Solution
Through the use of archival footage and digital landscapes modeled and rendered in Unreal Engine, PHNTM worked to develop a cohesive visual narrative that highlighted the past, present and future of Red Bull Rampage. PHNTM’s team of in-house 3D artists used a Google-Earth aided scan of the event’s terrain, enriching textures, and enhancing the color grading to create a cohesive, 15-minute narrative loop that brought a high-fidelity version of the event’s breathtaking landscapes to attendees at the NYC-based studio.
Result
The final event, an immersive experience at LUME studios, harnessed cutting-edge projection technology to transport guests to the vast, untamed expanses of the Utah-based terrain. Custom-branded food and beverage offerings, functional lounges, over 200 attendees, and astonishing scenic displays yielded a talked-about event that bolstered engagement and excitement for Red Bull Rampage 2023.
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