ilovedust Supercharges Red Bull with Street Fighter
You don’t have to be a Street Fighter aficionado to be familiar with hadouken, the incredibly powerful move that was introduced in the first Street Fighter game 30 years ago and still carries cultural weight to this day. It’s an impressive show of strength and force, and the prospect of performing it as a lowly human is unlikely. Unless, of course, you’re super charged. Like maybe you just had a Red Bull? Red Bull teamed up with Street Fighter on a series of limited edition cans, and they asked ilovedust to help them bring them to life. Seven cans act as canvases for the cast of Street Fighter but they’re a little different from what you see in the game. “We wanted capture a sense of energy and dynamism is each charter,” explains Jay Hamdaoui, Senior Project Manager at ilovedust. “Luckily Street Fighter has been around for 30 years which meant there was a ton of great material for us to pull from and use. Going through the Capcom archives took some time, but it was worth it."
The source material is deep, but it was up to ilovedust to create these images in a way that matched up with Red Bull’s brand identity and their creative interests. Luckily, Red Bull was a great creative collaborator for ilovedust. “Red Bull’s a great brand. When you work closely with them on a day to day basis and see what it is they’re trying to achieve and how they engage with their consumer, it’s clear from the very start of a project they’re not looking for an easy, quick solution,” Jay says. “They’re always after a unique spin on things that will make people stop and lose their shit. We love playing a part in that process.” Each of the illustrations of the Street Fighter characters are unique, they’re not exactly the style from the games, but that’s kind of the point. They’re immediately identifiable and reveal their particular personalities. It’s a special interpretation: fresh but familiar.
Of course, with the games being around for three decades there were bound to be Street Fighter fans on the ilovedust team. “We’ve got some seriously passionate gamers here at ilovedust, so a project like this was always going to raise some heads,” says Jay. It’s not enough just to drink Red Bull, you’ve got to play the game too and there’s nothing like opening those cans with their art on them, something Jay calls the most fun part of the whole project.