La Joya’s Content Brand, Bijoux Content, Creates a Live Video Game on Twitch
Red Bull, in collaboration with agency Lady Brava, Bijoux (the branded content division of La Joya) and award winning filmmaker Daniel Monzón, has created a “live-action video game” experience, featuring popular streamer TheGrefg.
Above: stills from the in-game cinematics
Titled ‘Red Bull Click,’ and broadcast live on the 20th April 2023, the technically challenging and visually captivating event combined the art of filmmaking, video games and interactivity, to provide an innovative and immersive live entertainment experience, the first of its kind to be broadcast on Twitch.
The goal was to bring real-life action to a video game format, allowing the audience to control the content creator's decisions as if they were playing a game. Red Bull athlete TheGrefg, acted as the protagonist of the video game, taking on various challenges during the live broadcast with the help of followers from the 33,000 who were connected on his Twitch channel throughout the entire 60-minute event.
Above: stills from the live video game
The project aimed to strengthen Red Bull’s presence within the gaming space, expanding its branded content initiatives, and was a resounding success for its remarkable script and narrative, exquisite technical execution, and truly innovative approach, attracting a significant number of viewers and accumulating views across other platforms.
A 150-strong crew made up of some of the best artists and technicians in the country, brought the event to life on the 20th April 2023, at a very singular and special location in Madrid, after just over four months of preparation, scriptwriting, filming and post production of in-game cinematics, and complex technical preparation and coordination, in order to make sure the live streamed event was a resounding success. AND SO IT WAS.
Bijoux was also behind the award-winning 2021 live-streamed YouTube event for Netflix & Play Station 5’ production titled “Unboxing Ibai”, created in collaboration with another popular streamer Ibai Llanos, also helmed by La Joya’s executive producer, Guillermo Arce.
