Red Bull Reign

Lewis Andrews created a detailed creative concept and treatment for a Red Bull Reign commercial, and the treatment was formally approved by Red Bull. This approval confirmed that the proposed direction successfully reflected the brand’s objectives, presenting the energy of a competitive three-on-three basketball tournament in a stylish and engaging way for a youth audience.

The concept was built around speed, intensity and personality. Lewis developed a visual approach designed to capture the physicality of the tournament while also highlighting the individual style and confidence of the players. Fast camera movement, dramatic angles, close details and energetic editing were proposed to place the audience at the centre of the action and reflect the pace of the game.

Red Bull Reign is a global basketball competition created to challenge leading streetball players in a fast, offensive-focused format. The three-on-three structure produces constant movement, rapid scoring opportunities and direct competition between teams. This makes the tournament especially suited to dynamic commercial storytelling, where short, visually powerful moments can communicate the excitement of the event.

With regional qualifiers held across the United States and additional events taking place in countries around the world, Red Bull Reign attracts talented players and passionate basketball communities. The international scale of the tournament gives the campaign a strong sense of ambition and cultural reach.

Red Bull’s approval of Lewis’s treatment demonstrated that his creative vision aligned with the identity and expectations of the brand. The proposed commercial balanced sporting performance with atmosphere, character and youth culture, ensuring the tournament felt competitive, aspirational and entertaining. The project also demonstrates Lewis’s ability to develop branded film concepts that answer a client brief while retaining a distinctive cinematic identity and a clear commercial purpose. It also showed his ability to develop a strong client-approved proposal from an initial creative brief.