Red Bull: Mad Mike

Red Bull was organising a top secret project. Mad Mike was coming to town. The MMMob was tasked to capture the high-speed local events, with a focus on ‘real-time’ content, for @RedBullZA’s digital platforms.

The Brief

Red Bull South Africa was organising a top secret project. Michael Whiddett aka ‘Mad Mike’ was coming to town. The Kiwi drifting racer was set to skid and slide through the Franschhoek Pass, and smokeout two major local drifting events. His wheels? A souped-up Mazda RX-8, with a 20B three rotor turbo engine – codenamed the BADBUL. The MMMob was tasked to capture the high-speed local events, with a focus on ‘real-time’ content, for @RedBullZA’s digital platforms.

The MMMob Approach

We were quick off the starting line, assigning Desmond Louw, a specialist motorsport photographer, to the job. This long standing MMMobster doesn’t only take impressive shots, he’s a pro in the editing suite too. Des is as capable and collected as a well-seasoned pit crew, making him the perfect guy for this speedy snapping, quick clicking job. In each city he’d be joined by a DOP: Kevin Schneider in Cape Town, and Ryan Jarrett in Joburg.

MMM’s Creative Director and RedBullZA’s Digital Content Specialist, collaborated closely. They mapped out all the key touchpoints Pre-Event, for the action-packed events themselves, and after the smoke had cleared. Based on this, we could plan storylines and premeditate setups.

When the big day rolled up we were ready. Our Creative Director and Field Producer, managed the MMMob sharpshooters. They were instructed to shoot short sequences, and send cards trackside, where our Photo and Video Editors waited. Selection, curation, quality control, copywriting, and social dissemination, all happened in a flash. This is full throttle visual content creation, at its best.

MMMobsters

  • Photography: Desmond Louw (both CPT & JHB)
  • Videography: Ryan Jarrett (JHB)
  • Videography: Kevin Schnider (CPT)
  • Video Edit: Matt James (CPT)
  • Video Edit: Andrew Wessels (JHB)