I can write quickly in a wide range of styles. I research my subject thoroughly and always think laterally when it comes to adding value, and that can include choosing suitable imagery and other complementary content.
When it comes to interviewing, I try to think of a few questions no one else would. My best interviews have always ended with the subject thanking me for asking something different from the same tired stuff they’re used to. This included one of my heroes, Carlos Sainz Sr, who once even called me back on a terrible line from the Silk Way Rally in Russia on his mobile to finish answering a question.
Image © Scuderia Toro Rosso
I’m very comfortable styling something as a press release when the need arises, but my work on editorial websites allows lateral thinking to add value. In the case of Alexander Albon’s Scuderia Toro Rosso announcement, it was a chance to make it a punchy listicle with some good archive photos and lesser known facts to complement the must-haves of the announcement news story with a simple digestible format.
Read more: Get to know Alexander Albon
Cliff diving photos that don't look real
Image © Dean Treml/Red Bull Content Pool
I’m a fan of the ‘evergreen’ content model – broadly relevant material that’s fun and accessible that can be reused and repurposed to deliver new messages with the ranking and continuity of the original story intact. The below is one such example where I found timeless, arresting cliff diving images with editorial clout to dress up a simple news story we needed to deliver, and then another when a new story needed coverage.
What the hell is…
Image © Bob Team SC Riessersee
It would be fair to say that some Red Bull events, especially smaller, local ones in individual markets, are a bit ‘out there’. As I needed to cover these with the broad brush of the international website, I took the confrontational title of ‘What the hell is…’ from our chief editor and came up with a humorous, so-called ‘self-ironic’ approach that allowed a kind of detached promotion, rather like the Guardian’s famous ‘Pass Notes’ column. The below example was the first of many such features I wrote or co-ordinated.
Read more: What the hell is… Red Bull Bob Heroes
Though things haven’t always gone so smoothly for him in recent years, Danny Kent was once the hottest prospect in British motorcycling, a protége of James Toseland’s and a future Moto3 champion. As he was hosted at Red Bull UK for the day, we used the time off the record as well to chat to Danny and I made the resulting story a feature and not just an interview.
Read more: Get to know Danny Kent interview