Red Bull: Flying Bull AR Game

After the successful 2020 “Red Bull Can You Make It?” campaign, we were excited to collaborate on another AR project for Red Bull. This time, the objective was to create an interactive evergreen experience that tightly connects to Red Bull's affinity for aviation.

The concept behind the “Flying Bull” experience was to build an arcade mini-game based on the popular principle of endless runners. Players control a small plane using head movements, collecting Red Bull cans to keep their tank filled as the score increases with airtime. The longer the flight, the harder it gets to catch the cans. Points keep climbing until the fuel runs out, and the game ends. One of the challenges during this project was to integrate iconic brand elements with the mechanics, and especially with the constraints of running a game inside the Instagram camera.

One task I particularly enjoyed during the project was re-imagining the Extra 300 L aerobatic plane in the form of a stylized game model, while preserving its character. A similar idea was realized through the iconic can-opening sound when the plane picks up a can, blending a branding opportunity with essential game mechanics. Carefully combining visuals, sound design, and brand elements was crucial in crafting a polished experience that truly captures Red Bull’s essence.