Charge Ahead - Into your Dream
Updated: Feb 19
Following their successful 2018 campaign, Red Bull Vietnam and their marketing agency, VMLY&R, once again aimed to inspire and motivate dreamers with another story of courage, bravery, and resilience.
The Sweetshop Films Shanghai partnered with The Creatv Company to tackle the intense three-day shoot at over six different locations.
Besides scouting for the right locations, our toughest mission was to recreate a Mount Everest-esque mountain from the very bottom to the very top as an epic backdrop for our KOL, Hoang Le Giang, the first Vietnamese to ever reach the North Pole, to reenact his unbelievable journey.
The journey is only part of Giang’s greater story of how he left behind his mundane and tedious life in the office to risk it all, including facing his physical and mental challenges, and finally reach the top.
It was a daunting process that took a massive design team of more than twenty people to complete in a period of two weeks. Every single detail that makes up the snow bathed mountain was created from scratch, from the giant summit to the microscopic snowflakes – literally!
We wanted the set to feel as realistic as possible because seeing and believing are two very different concepts, and at The Creatv Company, we never settle for less.
The campaign does not only tell Giang’s story but also mirrored the strong spirit, power, and ethics of the entire production crew coming together to execute, overcome, and create.