My creative practice at Red Bull is primarily involved within the Red Bull TV ecosystem. I create key visual artworks from scratch, a process that involves assessing a collection of content related imagery, then configuring a style and aesthetic for a designed static image that will represent the moving images within the video content. In the beginning stages of this overall process, I will sit down with the producer to get an understanding of the asthestic displayed through the duration of their content. I use the information from that briefing as my starting point in developing a concept for the key visual. Still imagery is selected based upon highlighted scenes and visuals that can assist in depicting the story lines of the content from a single shot. All of these assets are then packaged together, each piece a part of a cohesive set of visual assets that aim to give a viewer a clear idea of what to expect when watching the content at hand.