Felix Baumgartner’s Supersonic Freefall - Version LEGO.

By now you’ve likely seen the freefall worth a thousand words, brought to you by Austria’s Felix Baumgartner and Red Bull Stratos. But have you seen the poetic LEGO cover? No?! We didn’t think so.

What’s incredible about Red Bull is its long-term commitment to produce content — not just for its own sake, but content that actually inspires other content. And whether you’re experiencing Red Bull Stratos through a gif, some other kind of cheesy meme, or a retelling, what’s transmitted to you remains the same: Red Bull’s about dynamism, autonomy, courage and the kind of calculated risk-taking that liberates a soul. (Or, to quote from the brand itself, "gives you wings!")

This is the kind of work that extends itself well beyond the :30 second spot that people fight so fiercely to justify and maintain. What if we let go of old formats and followed Red Bull’s lead? It’d be harder, but think what it does to people. Think what the imagery from Stratos is doing to people as we speak. You could be that guy.