How we created a social-first studio show from the desert
At Cut Media, we’re all about taking on ambitious projects that push the boundaries—especially in sports that push their own. Our work is rooted in thrill, risks, and doing the unexpected. And we’ve never been shy of a challenge.
So, when Red Bull asked us to refresh their coverage of the Dakar Rally beyond typical motorsports broadcasting, we had a few ideas to innovate it. And with over a decade of collaboration under our belts, producing groundbreaking content for global audiences, we knew we were in for an adventure.
What we came up with was a format that captured not only the spirit of the iconic 2024 event but also the deeper, more meaningful stories and people that make Dakar so legendary.
Enter the social-first studio:
A bespoke plug-and-play studio designed for small spaces, perfect for an event arena, stadium, or paddock
A nimble crew to direct, shoot, edit, and deliver in real-time as the event unfolds
Candid and relatable moments featuring fireside chat-style conversations that provide greater insights into the event
High-performing content designed for a multi-platform social strategy, speaking to core fans while delivering sharable clips that engage wider audiences
How did we pull it off?
From the start, we knew the success of the studio show would hinge on putting together an exceptional team. After all, they’d work nonstop in the desert for three weeks. So, we assembled a small but mighty crew of six with the skills and determination to tackle every aspect of production.
No pressure, right?
If you’re familiar with Dakar, you’ll know it’s a bit of a beast. The logistics of broadcasting a social-first (i.e., tonnes of assets) show from such a remote and challenging location were no small feat.
Given this was uncharted territory for us—and a Dakar Rally first—we had to consider every angle.
The studio
Housed in a specially designed articulated truck, our roving studio had to trundle across 9,000km of the desert to keep pace with the action. Its design enabled us to welcome athletes, shoot, edit, pack up efficiently, and move on to the following location—in this case, the next camp—quickly. This approach allowed us to bring a new level of coverage and flexibility to the event, setting a new standard in sports broadcasting.
Each morning, after travelling between bivouacs overnight, the team rigged up in a new (but eerily familiar) location, ensuring all equipment was in place.
Every detail of the set had to be meticulously planned and executed, from cables and cameras to props and lighting, to make our ambitious vision a reality. Collaborating with Movico, we got to work exploring what we needed from the production, considering glass thickness, the overall weight, our 800-item-strong kit list, and the power it all required.
Oh, and it had to look good, too.
Eight weeks later, our humble box on wheels transformed into a fully functional studio, ready to take on the Dakar Rally.
To test, we set up at Red Bull’s HQ in Salzburg to check our cable management and power load and confirm that we had made the right choices in our last-minute hustle.
Storytime
On the editorial front, flexibility was key.
With the ever-changing dynamics of an event like this, we needed a rock-solid framework that could adapt on the fly. Our scripts were meticulously crafted in pre-production, offering a roadmap that could navigate the shifting stories from the dunes.
Crafting a narrative that resonated with viewers was paramount, focusing on the human stories and the awe-inspiring machines that define the Dakar Rally. From fact-checking to ensuring a smooth flow of the show, our team worked tirelessly to create a compelling viewing experience that would engage both motorsports enthusiasts and general sports fans alike.
A huge win for Red Bull’s broad audience.
During development, we found ourselves drawn to the increasing popularity of vodcasts. The hook of intimate fireside-like chats captured our imagination. Inspired by this, we shaped our approach around making discussions with competitors more open, candid, and relatable.
Having charismatic personalities like Nicola Hume, Matt Jones, and Rob Warner hosting helped, of course. By interviewing the competitors amid it all, we could create memorable and engaging video content for social media in real time, capturing the danger, excitement, and extensive preparation undertaken by the drivers and their crews across the stages.
Establishing connection
We were producing an as-live studio show from the middle of the Saudi Arabian desert—a hotspot, but not that kind of hotspot.
Broadcasting the show relied on adhering to a strict 50-minute satellite slot each day, during which we fed the show from the machine room while a satellite live-streamed our delivery. The Red Bull HQ team in Salzburg then captured the show live to upload to Red Bull TV, ready to beam to audiences worldwide. Simple.
With precise timing and technical finesse, our quick turnarounds post-production kept the flow of episodes airing as the event unfolded. If we can pull it off out there, we can pull it off anywhere.
What we delivered
Despite the odds, our nimble team delivered beyond expectations. From full studio shows to social media assets and podcasts to YouTube-specific features, we left no content stone unturned in bringing the Dakar Rally to life for millions.
8x 30+ minute studio shows for Red Bull TV, YouTube, and streaming channels
24x vertical social assets to activate the series
Audio podcast of each show, available on Spotify and other podcast platforms
5x high-profile features for the Red Bull Rally YouTube channel (watch here)
A roving studio that delivered the space and tools required to create a show in this format
Activated investment in key sponsorship of the event
Positioned Red Bull athletes at the pinnacle of the Dakar Rally
A welcoming environment for athletes encouraging comfort and storytelling
We couldn’t be prouder of what we accomplished. This project pushed us to our limits, testing our creativity, adaptability, and organisational skills. It's a privilege to visit countries like Saudi Arabia and tell the story of something so outrageously entertaining.
And if our crew wasn’t absolutely hooked on the Dakar Rally before, they certainly are now.
With the right team, meticulous planning, and a passion for storytelling, anything is possible. So, if you're looking for a small team that can handle the big stuff, look no further.
Get in touch, and let's reimagine something together.
