Concept film inspired by Red Bull

The studio’s own concept: the brand did not commission this film. Everyone knows the slogan “Red Bull gives you wings,” so we tried it on a bird that cannot fly. In 30 seconds the film had to tell a whole story, hold the viewer to the last frame and look like a big-screen movie. Shot for real, a film like this would need an expedition to Antarctica and a team of CG animators.

The story: a wingsuit flyer races over the Antarctic ice, and a can of Red Bull falls into a penguin colony, with a helmet lying in the snow next to it. Three penguins study the find. A few seconds later one of them has the can tied to his back with rope and the helmet on his head. The hero lies on his belly and slides down an ice slope; as he picks up speed the can fires like a jet engine, and the penguin takes off over the ocean. In the final shot he dives underwater.

How we made it: the penguin with his rope harness, can and helmet looks the same in every scene, whether on the ice, in the air or underwater. The colony by the ice shelf, the slope, the ocean and the depths share the same lighting and the same film-stock look. The camera work borrows from feature films: a wide shot of the colony, a macro shot of the can on his back, a high-speed tracking shot behind the hero and an underwater finale.

The result: a 30-second film in 2560×1440 without a single shoot day. The wingsuit flyer, the penguins and every shot were created with AI.

What it costs: generation alone for a 30-second film like this comes to about 80,000 RUB, and that excludes the director, producer and editor, software subscriptions and servers. AI production costs about as much as work done by people, sometimes more, and for the same budget it covers more volume and goes deeper into it.

How we build characters for your brand and what it costs: brand mascot.