Red Bull, which is more about extreme sports and mind-blowing adventures, has impressed public with visual magic at Miami’s ULTRA Music Festival (March 23-25). The energy drinks brand created hilarious projection mapping ‘Red Bull Mind Meld’ on the facade of the legendary InterContinental hotel, which included a series of stories. The projection, developed and executed by Integrated Visions and SenovvA, covered approximately 20,000 square feet of the 366 ft tall hotel’s north side wall.

With 12 large format Barco HD projectors, the production team created a hilarious video, combining 29 vibrant stories related to fun, music, nature, sports and art, which were unfolding in front of 165 thousand fans, who gathered at the festival hosted near the hotel. The psychedelic visual elements that were ‘spilled’ across the murals, beating to the rhythm of the music and spinning around, were synchronizing with the festival’s atmosphere and making its unique contribution to the event.

“We had access to the complete Red Bull video library, the athletics, extreme sports, base-jumping, snow boarding, all that stuff, and we produced more than 30 original animated loops. We had a good mix of action footage and original party music video content. The Red Bull content was about one-fifth of the total content, the rest abstract visuals and animation that our creative team developed and designed,” shared Brian Blessinger, partner, Integrated Visions Productions.

Yesterday, on April 1, Red Bull also released a new video dedicated to its new ‘collaboration,’ this time it said it has teamed up with ‘professional’ athlete 19-years old Mike Schneider, who has become latest member of brand’s celebrity team. In the video, the guy demonstrates how he tames the board with his fingers. Please, it’s fun, but don’t take it serious.