I initially began this project by featuring Red Bull's main athletes such as Max Verstappen, and other figures across the brand's global presence. However, the 'Wings are for Everyone' message never stuck as it displayed champions, people that the everyday consumer probably will never relate towants.

The use of fonts I originally used felt a bit extreme or sporty. It relayed a massage that Red Bull is a brand for high-intensity sports like F1 or MotoGP - a look far from this campaign's initial audience.