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Seen and noted

Mistress gives a Red Bull comedy TV series wings

 BRANDED CONTENT   USA    October 04, 2010 06:17 (Edited: February 17, 2023 05:19)
https://www.bestadsontv.com/news/upload/Screen%20shot%202010-10-03%20at%209.47.37%20PM.pngMistress, Los Angeles, started earlier this year by Aussie expat creative directors Damien Eley and Scott Harris (ex-Mother London and BMF Sydney), has completed On The Wings Of Glory, a five-part comedy TV series about Red Bull's 'Flugtag' - an event where teams attempt to fly homemade human-powered flying machines off a 30-foot pier into the water. The show's finale airs on Fox Sports in the US tonight.

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The series, that follows six teams through the process of constructing their craft, is centered around a host that becomes so inspired by the footage he's reporting on that he creates his own craft that doubles as a fully-functioning TV studio set. While presenting live at the Philadelphia Flugtag, the set 'unfolds' to become a flying craft and he launches the whole thing, cameras, lights and all, mid-sentence, off the 30-foot drop into the water in front of 100,000 people.

"It's the first show in the history of television to be constructed and destroyed before your eyes" says Eley.

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The series, which has proved a top-rating show on Fox Sports Network, is the first time Red Bull has embarked on a comedy series. Mistress wrote and co-produced the show while the team footage was shot and edited by 5th House Productions who spent months following the teams and developing storylines. Mistress also created the eight-spot TV tune-in campaign (filmed live in the Fox Sports studios) along with experiential stunts, and an extensive interactive digital campaign in which consumers can digitally construct their own Flugtag craft and send the show's host, Bert Kreischer, to 'crash' other websites.

As Harris explains,"it's a collision of culture, entertainment and marketing".

The Aussie expats say that Mistress is also working on long-form entertainment projects for ESPN and Mattel. Eley said of the new agency's approach: "We're finding that being able to not only solve marketing problems with content, but to be able to surround that content with advertising that is entertainment in itself, is a big part of the Mistress offering. And there's no better place than LA to mix all those things together".


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