Pre-Feral, in-house work by Alex Serrano at Red Bull México.
Alex served as Mexico Editor in Chief of The Red Bulletin from 2015 to 2019, leading all editorial content strategy for the magazine in print and digital. He owned the content calendar, managed the local editorial team, and worked inside a shared global editorial framework, exchanging and localizing stories with country editors in Austria, the UK, Germany, and France.
Before he took over, the Mexican edition read like an extension of Red Bull’s marketing: events, sponsored athletes, the can. Coming from a company that sells energy drinks, the magazine had a credibility problem to earn before it could be anything more than that.
The fix wasn’t complicated. The magazine needed more local content built around athletes and celebrities who had nothing to do with Red Bull sponsorship, stories that would build the brand on their own merit rather than promote it directly.
Alex secured high-impact local covers with international relevance: Alfonso Cuarón (Netflix’s Roma), Diego Luna (Star Wars: Rogue One), Alfonso Herrera, and Eréndira Ibarra (Netflix’s Sense8), alongside coverage of local events like the Mexican Formula 1 Grand Prix.
He also developed editorial proposals for Red Bull Events, Red Bull assets, and The Red Bulletin’s advertising partners, translating business priorities into content roadmaps tied to measurable outcomes.
Sales began climbing. PR agencies started pitching to place their clients’ stories in the magazine. Red Bull account managers began using it as a negotiation tool to close sponsorship and sales deals.