Red Bull’s inspiring and epic character-driven ‘Life of Kai: Season One’ online film series has broken the 3m views barrier: a major mark for the first season of the energy drink brand’s flagship surf series about iconic big-wave surfer Kai Lenny which has now notched up more than 3m views across its three episodes (as well as further view via the Red Bull’s OTT Surf Hub platform ‘RedBullTV’.
Developed in harness with THE MARCS, a full-service documentary and commercial production company based in Los Angeles and North Carolina, the series was a partnership between Red Bull, brand partner Tag Heuer and Kai Lenny.
The global campaign showcases the life of Kai Lenny whilst reflecting both brands’ ethos in an authentic and organic way. The creative moves fluidly and uses flashbacks and backstory alongside thrilling contemporary action sequences.
It explores the human condition through a Lenny lens and includes themes such as what makes the surfer risk his life for the sport and what keeps him striving for more when he is already at the top of his field.
The initiative, which stared back in November 2020 with the two episode ‘This Is The Wild Ride That Is The Life Of Kai Lenny’ in the run in to ‘Jaws Big Wave Championships’ (which has notched up more than 2m views) and continued with Episode 3 which stretches from China to Portugal’s Nazaré (which has also racked up more than 1m views).
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