A Red Bull documentary uncovering how New York’s artists, designers, and creators use ritual and experience to reprogram daily life.

Red Bull

Rituals

Overview

Red Bull commissioned a branded documentary exploring how ritual, creativity, and immersive experience can reawaken us from the stress and monotony of modern life. Shot across New York City, the film brought together artists, designers, and innovators using sensory design, performance, and cultural experimentation to transform the ordinary into the extraordinary.

The journey spanned night parades in Brooklyn, underground performance spaces, and intimate creative studios — capturing the raw energy of New York’s cultural vanguard.

Our Role

OTHR LABS directed and produced the piece end-to-end:

  • Concept development and creative direction

  • On-location filming and direction across NYC

  • Editing, color grading, audio, and music supervision

  • Delivery of branded short documentary and social cutdowns for Red Bull’s channels

Who Featured in the Campaign

The film spotlighted a cross-section of New York’s creative community:

  • Kae Burke — Co-founder of House of YES, one of NYC’s most iconic nightlife and performance spaces, known for immersive theater, radical inclusivity, and culture-shaping events.

  • Emilie Baltz (Immersive Experience Designer & Artist)
    New York City-based creator who uses food, performance, and technology to craft multisensory stories—blending pleasure, perception, and design to reconnect people to the everyday.

  • Gabe Liberti & Dave Rife (Dave & Gabe): Brooklyn-based interactive installation and sound artists, creating multi-sensory works that merge architecture, light, and audio into fully immersive environments.

  • Mari Kussman — Chief Innovation Officer, New Lab (Brooklyn, NY): leading innovation at New Lab, a hub for entrepreneurs and technologists building the future of design, robotics, and human experience.

  • Beau Lotto — Neuroscientist, University College London & TED Speaker (London, UK): exploring how perception, science, and creativity can reshape behavior and human experience.

  • Eben Freeman — Director of Beverage, AvroKO Hospitality (New York, NY): pioneering mixologist and experiential designer, known for transforming cocktails into theatrical, perception-shifting rituals.

Recognition & Impact

Positioned Red Bull as more than an energy brand — a cultural engine driving creativity, experimentation, and human connection.

Distributed through Red Bull’s media channels, the film reinforced the company’s role as a global curator of experience, not just an event sponsor.