Red Bull BC One is one of the world’s most prestigious one-on-one breaking competitions, staged internationally with a highly visible event presence and a strong cultural identity. For the 2023 campaign, the brief was to extend the BC One visual expression

Creative direction, brand guardianship, and visual application leadership — acting as the bridge between strategy, execution, and global rollout. I collaborated closely with IAM Studio and the Red Bull Creative Team to ensure the work resonated across touchpoints and markets

Working within a well-established global brand system requires balance: clarity without homogenizing local energy, cohesion without stripping cultural nuance. The objective was to create a visual system that felt unmistakably BC One yet flexible enough for global activation, digital campaigns, on-site branding, and broadcast graphics.

We anchored the campaign around a dynamic key visual that blended movement photography, bold typography, and texture cues rooted in the final’s location — Roland-Garros. From this core, we developed a modular visual system that supported multiple environments and formats, guided by principles of clarity, flexibility, and cultural authenticity

• Global campaign identity and visual language

• Digital & social assets (including animated teasers and countdowns)

• On-site graphics (stage backdrops, banners, event wayfinding)

• Print & outdoor posters, flyers, city takeovers

• Broadcast graphics and motion transitions

• Global rollout toolkits and templates for local activation

The resulting campaign delivered a cohesive yet adaptable visual identity that performed across digital, environmental, and broadcast platforms worldwide. It strengthened Red Bull BC One’s visual footprint while leaving room for local teams to express their cultural context, reinforcing both authenticity and global recognition