We are stoked to be working alongside one of the coolest brands that gave humans wings and took on the world of all extreme sports.
Red Bull is not just a drinks brand. It is a cultural engine built around sport, music, gaming, risk, performance, and impossible-looking moments. RIOT’s work with Red Bull lives inside that same frequency, where high-energy ideas need to move fast, hit hard, and hold attention in the real world.
As a sports and fitness creative agency with deep roots in music and entertainment, RIOT helped Red Bull translate live events and competitive culture into motion-led visual systems built for screens, audiences, and atmosphere.
From Red Bull: Youth America’s Cup Logo Sting to Red Bull Kumite: Times Square Live Stream OOH Screen Graphics, our work with Red Bull shows how motion graphics, visual identity, OOH campaigns, and event-driven creative can turn a brand moment into something people stop and feel.
The America’s Cup is one of the oldest trophies in international sport, first contested in 1851 and predating the modern Olympic Games by 45 years. It carries history, ambition, precision, and a mythic sense of competition. When Red Bull brought its energy to the Youth America’s Cup, the event became a meeting point between nautical tradition and the next generation of sailing talent.
RIOT was tasked with creating a logo sting to bookend associated programming for the Youth America’s Cup. With full creative freedom and the Red Bull logo as the anchor, we built a water-themed animation designed to reflect the spirit of the event: speed, tension, sportsmanship, and the elemental power of competition on the water.
The creative language drew from the sea itself. Ripples, splashes, fluid motion, and dynamic design gave the ident a sense of movement and momentum, framing the programming with a visual identity that felt both respectful of the event’s heritage and alive with Red Bull’s restless energy.
This was event creative with a clear purpose. The sting acted as a prelude and coda, setting the tone for the stories unfolding across the Youth America’s Cup while giving the broadcast environment a sharper, more contemporary edge.
For the 2024 Red Bull Kumite, RIOT took on a very different kind of challenge: designing full-screen visual graphics for a massive 8K corner screen in Times Square. The event brought one of the Fighting Game Community’s most watched Street Fighter tournaments into the heart of New York City, with 16 of the world’s top players competing for the title of Red Bull Kumite Champion.
The brief was intense. The graphics had to look premium on one of the most visible screens in the world, sit cleanly over live camera feeds, respect Red Bull’s exact brand requirements, and still carry the heat of the tournament. The result was a full-scale visual experience that brought gaming culture into the everyday chaos of Times Square.
The event streamed live on Red Bull Gaming’s Twitch and YouTube channels, giving a global audience of hundreds of thousands a front-row seat. At the same time, the hundreds of thousands of people who pass through Times Square each day could experience the spectacle in person. This was not just content for a screen. It was experiential design playing out in public, at city scale.
The Red Bull Kumite project came with a real-world twist. Our original creations were animation-heavy, but once the technical limitations of the screen were uncovered in a live scenario, the work had to adapt. Fast.
That shift became part of the creative solution. RIOT reworked the visual system to use the screen’s curve, transparency, depth, and composition in smarter ways. City buildings overlapped the screen environment. Visuals were flipped to avoid duplication. The display achieved a 3D feel without relying on movement, maintaining impact while respecting the technical limits of the live setup.
Every element had to land with pixel-level precision. Red Bull’s brand, logo, and can needed to be displayed correctly and confidently, while the graphics still felt alive, playful, and built for the energy of the tournament. The result turned a technical constraint into a creative advantage.
Red Bull Kumite showed how gaming culture can take over the physical city when the creative system is strong enough. Times Square became part arena, part broadcast stage, part public artwork. The screen was not simply carrying information. It was amplifying the intensity of the competition.
That is the power of well-built OOH design. It has to work instantly. It has to survive distance, distraction, light, scale, and motion around it. It has to communicate clearly without becoming flat. For Red Bull, that meant creating a visual system that could hold its own against Times Square itself.
Across both Red Bull projects, RIOT’s work moved between sport, gaming, sailing, live broadcast, and public spectacle. The connective tissue was energy. Whether through water-driven animation for the Youth America’s Cup or high-impact screen graphics for Red Bull Kumite, each piece had to feel active, branded, and unmistakably alive.
Red Bull’s world demands movement. Static ideas do not survive for long inside a brand built around action. That made motion, rhythm, and sound essential to the creative language.
For the Youth America’s Cup logo sting, fluid animation helped translate maritime competition into an ident that could carry the event’s spirit. For Red Bull Kumite, graphics had to support live play, audience attention, and brand presence without overwhelming the action. In both cases, the work had to perform as part of a larger experience.
This is where sound design, animation, layout, and visual timing become more than finishing touches. They become the nervous system of the brand moment, shaping how the audience reads, feels, and remembers the work.
RIOT’s work with Red Bull reflects the kind of creative we love building: fast, technical, culturally aware, and made to live in the wild. These projects were not designed for quiet rooms. They were made for broadcasts, live events, massive screens, competitive energy, and public attention.
For Red Bull, that meant giving sailing a fluid motion identity and giving a fighting game tournament a Times Square-scale visual system. For RIOT, it was another chance to prove that bold brands need more than good-looking assets. They need creative that understands the pressure of the moment.
When sport, entertainment, gaming, and live culture collide, the work has to move with purpose. It has to carry the brand, serve the event, and make the audience feel like they are part of something bigger. That is where Red Bull and RIOT meet: in the charge before the action, the impact of the screen, and the visual rush that makes a moment impossible to ignore.
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