Red Bull Stratos pulled off one of the most innovative, risky and exciting ways for a company to capture consumers' attention. Last fall, Felix Baumgartner took a "leap from the edge of space," ultimately breaking three world records. But not only was the jump a scientific marvel, it was a study in creativity, branding and, yes, good public relations. The jump got the world's attention and garnered extensive media coverage, always with the Red Bull name attached.
At the center of it all was Art Thompson, technical project director. Mr. Thompson was Mr. Baumgartner's earliest collaborator on Red Bull Stratos and assembled the mission's team. His company, Sage Cheshire Aerospace, provides design and engineering expertise in the aerospace arena, while a sibling business A2ZFX focuses on other fields, including movie production. Mr. Thompson and his firm built the Batmobile for "Batman & Robin."
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