When Ugandan filmmaker Loukman Ali included a can of Red Bull in one of his videos, he probably didn’t expect to receive a cease and desist letter from the global energy drink giant. But that’s exactly what happened. The news quickly spread across social media, sparking debates about intellectual property, brand usage, and legal risks in creative work.

For filmmakers, designers, and content creators in Uganda and beyond, this situation is more than just a headline—it’s a lesson in intellectual property rights and brand protection. Let’s break down what happened, how people reacted, and what creatives can learn from it.

Who is Loukman Ali?

Loukman Ali is one of Uganda’s most celebrated filmmakers, known for his visually stunning cinematography and innovative storytelling. His films, including The Girl in the Yellow Jumper (Uganda’s first Netflix-acquired movie) and Brotherhood, have showcased Ugandan filmmaking on an international stage. As a director, writer, and VFX artist, Loukman has inspired many African creatives to push the boundaries of visual storytelling and production quality.

What’s the Issue?

Red Bull, like many big brands, has strict guidelines on how its products and trademarks are used. Companies often do not want their brand associated with certain content, themes, or narratives they didn’t approve. If a brand believes that a creator’s work might misrepresent them or be misleading, they have the legal right to ask for its removal.

In Loukman’s case, the use of a Red Bull can in his video without explicit permission triggered a legal response. Whether it was a matter of unauthorized brand placement, potential misrepresentation, or legal risk management from Red Bull’s side, the incident serves as a cautionary tale.

Mixed Reactions from the Public

The legal move by Red Bull sparked divided opinions online. Some people defended the company’s actions, arguing that trademarks must be protected consistently, regardless of the creator’s reputation. Others felt that Red Bull could have handled the issue differently, perhaps by engaging Loukman Ali in a partnership rather than resorting to legal threats.

Many Ugandans viewed the cease and desist letter as corporate overreach, questioning why a global brand would go after an independent African filmmaker instead of supporting creativity. Some even pointed out that Red Bull actively sponsors extreme sports and entertainment, making their reaction seem excessive.

On the other hand, legal experts and brand managers saw this as a textbook case of intellectual property enforcement, where Red Bull simply followed its policy to protect its branding worldwide.

Key Lessons for Creatives and Designers

1. Understand Copyright and Trademark Laws

Big brands fiercely protect their logos, product names, and packaging designs. If you use a recognizable brand in your work, even casually, you could face legal consequences. Trademarks are meant to protect a brand’s identity from being misused, whether intentionally or not.

2. Fair Use and Product Placement Aren’t the Same

Many creatives assume that using a brand in their content is harmless. But legally, it’s not that simple. Fair use does not apply to product placement unless it’s part of a parody, critique, or news coverage. If your video, artwork, or design includes a brand’s logo or product, you may need permission.

3. Always Get Permission or Use Generic Alternatives

The safest way to avoid legal trouble is to seek permission from the brand before featuring its products in your work. If that’s not possible, consider using a generic alternative or designing a fictional brand instead of using real-world trademarks.

4. Big Brands Don’t Play Around

It might seem surprising that a multinational company would come after a Ugandan filmmaker, but global brands enforce their rights everywhere. Intellectual property laws apply universally, and companies have dedicated legal teams monitoring content worldwide.

5. Protect Your Own Work Too

Just as Red Bull protects its branding, creatives should also safeguard their own work through trademarks, copyrights, and licensing agreements. If you’re a designer, illustrator, or filmmaker, ensure that your original creations are legally protected to prevent unauthorized use by others.

Final Thoughts: The Creative vs. Corporate Reality

Loukman Ali’s situation is a reminder that creativity and legality must go hand in hand. As the Ugandan film and design industry grows, understanding intellectual property rights will be crucial for success. Whether you’re making films, designing brand identities, or creating content, knowing how to navigate trademarks and copyrights can save you from unexpected legal trouble.

At the Kampala Design Podcast, we continue to explore these conversations to empower designers and creatives in Uganda. Stay informed, stay creative—but most importantly, stay legally safe!