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The energy drink company brings together its most daring and talented Red Bull athletes to come out and play. ‘The Athlete Machine’ is a six minute video which excites as it shows its best athletes do tricks, stunts, skate, golf and much more!
The opening begins with Sean Maccormac, who catches an adrenaline rush as he parachutes down to the ground. This sets the tone for the rest of the video, which is chock full of thrilling stunts. The theme of the video operates exactly as the term Kluge implies—a system of poorly matched elements originally intended for other applications. Separately, each athlete is incompatible with the others, but with the help of balls, they turn each athlete into an interconnected machine. The balls act as the catalyst to making the machine function properly and enables each athlete to carry on with their own feats.
This cleverly executed video highlights each of the Red Bull athletes individually all while simultaneously interconnecting them to signify one entity.