I followed Anthony McEwan (AKA Rugman) around London for a couple of days for Hong Kong based style magazine Hypebeast. They teamed up with Red Bull to help integrate the fizzy drink with art, fashion in the hope of making kids associate the sweet liquid with rebelliously cool and arty style. So the genius plan was to use a fridge as the medium to bring all these elements together... Here's how it works: Artist paints cooler (Art), Artist delivers cooler to trendy fashion shop (Fashion), Red Bull cans go into cooler (Brand Sponsor) people watch my film on Hypebeast's website (Media Owner) and subconsciously have a desire to buy a can of Red Bull in the next 24 hours.... So as you can see, all the boxes have been ticked nicely!
Thanks to all involved, especially:
Rug Man Art: rugmanart.com
Arthur le Fol - Edit: vimeo.com/user1361755
Red Bull: redbull.com/uk/en
Shot in London early 2014 - staygoldstudios.com