There is a certain look and feel to a Red Bull image. In fact, you would probably recognize one even without the familiar logo in clear focus. So the question that follows is: what would happen if you actually did give the logo a less central role in the image?
We are guessing that was the thinking at the Austrian energy drink company when they asked action photographer Matthias Fend to shoot BMXer Thomas Öhler at an abandoned old brewery – sometimes with the Red Bull logo on his helmet being only barely visible.
“When doing a photo shoot for Red Bull, there are usually clear instructions on how the logo should be shown and lit,” says Matthias. “But this shoot was different. This time it was more about the feeling of the sport rather than the advertising of the brand.”
But Matthias did not only want to capture the fast BMX action. He also wanted the images to have a natural daylight look that reflected the mood of the historical environment they were shot in. Needless to say, this was not always easy in a 150-year-old-brewery with no electricity. (more…)