Dakar In The Dust
Giving more people a reason to care about the world’s wildest motorsport event.
The challenge
The Dakar Rally isn’t just a motorsport event—it’s a three-week, desert-spanning endurance test that pushes teams, machines, and media crews to the limit. For Red Bull, the brief was to break away from traditional highlight reels and deliver a fresh long-form format that would resonate beyond the core motorsports audience.
It needed to activate Red Bull’s investment in both the event and its athletes, create evergreen content for all screen sizes, and, critically, be feasible within the chaotic and ever-changing logistics of the rally itself.
The insight
Dakar has always attracted die-hards, but its storytelling potential extends far beyond just the action. We saw an opportunity to showcase the human truths: the drama, the personalities, and the behind-the-scenes chaos—all the things that make Dakar legendary but rarely make it into the edit.
To capture that, we’d need a format that felt immersive, entertaining, and accessible, while still respecting the grit and intensity of the rally.
The game plan
The idea? Dakar In The Dust—a studio show in the middle of nowhere. Hosted by Nicola Hume alongside Matt Jones and Rob Warner, this was no polished sports desk. It was raw, real, and designed to move with the rally, bringing viewers closer to the action, the characters, and the chaos.
The show balanced deep insight with a first-timer’s curiosity, built to hook new viewers while still feeding the hardcore fans.
Bringing it to life
Working with Movico, we built and transported a mobile studio that folded up and hit the road with us, capturing the magic of Dakar in real time. We produced eight 30+ minute episodes for Red Bull TV, shot as-live on location, showcasing everything from jaw-dropping vehicles to human moments that usually go unseen.
We made the show work across platforms, too, repurposing highlights into short-form content tailored for TikTok, Instagram, YouTube, and podcasts. Not just teasers, but bespoke edits that lived and breathed the energy of Dakar.
Our crew lived the rally life: eating, sleeping, shooting, and editing on the move for three weeks. We also gave Red Bull athletes a space away from the media scrum—somewhere they could open up and tell their stories.
The results
8x studio episodes delivered for Red Bull TV
5x YouTube feature edits created on-site
Daily content crafted for TikTok, Instagram, Smart TV, and Spotify
10M+ views across YouTube and Red Bull’s social channels
Strengthened Red Bull’s presence as a key player at the Dakar Rally
First format of its kind to serve TV, social, YouTube, and podcasts
Revolutionised what’s possible in remote live studio broadcasting
This was coverage for a new era—human, high-energy, and built to thrive on every screen.
If you’re looking for a creative broadcasting partner for your next adventure, drop us a line.
