56. ODOPOD
Red Bull’s marketing features athletes participating in extreme sports. Odopod worked with crossmedia production company Science+Fiction to recreate these spectacles online. Supermoto, the first in a series of planned “Red Bull Copilot” events, captures motorcycle-racing legend Jeremy Mc- Grath in action on the Supermoto track at Laguna Seca.

“We wanted to take the audience off the sidelines and put them directly into the action,” says art director Tim Barber. Flash Communications Server technology places the user in control of seven synchronized camera angles and multiple sound tracks, as well as RPM, speed, and biometric data feeds.

A production crew of 20 labored for three days to capture not only video footage but also the biometric and bike performance data. Odopod worked with a custom hardware company to assemble a portable biometric recording device that captured McGrath’s EKG and galvanic skin response while he was racing.

While the online race may not be as body-thumpingly loud as the real thing—or as life-threatening—it has one humongous advantage: Adrenaline junkies can experience it over and over again. Ken Coupland