Red Bull

I was in charge of the 2013 global culture brand communications strategy for Red Bull covering fashion, music, art, film, and photography. 

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As brand guardian, I delivered original content and campaign initiatives that could be adapted and rolled out globally, audience segmentation, talent partnerships, creative guidelines, and GTM planning. 

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Key Highlights: 

• Established global music partnerships including Pharell & Disclosure. 

• Launched the first annual Red Bull Music Academy city festival in New York.

• Devised Red Bull Catwalk Studio, a global music and fashion collaboration.