15 Days of Fame Into Less Than 4 Minutes

30 05 2014

Getting marketing and PR mileage out of an event can take some ingenuity. Big, splashy events with celebrities, music, celebrations, food – and sometimes all of the above – have a certain built-in traction that makes the job a bit easier. But what do you do when you’re marketing something that is still an intangible – a residential project that won’t be completed until January 2015, with no floor plans, no pre-leasing, no artist’s conceptions available for another couple of months? By painting a huge public art mural that takes 15 days. There are milestones you can get the media to cover and the public to take interest in: that first dash of color on the bricks, and the final touches when it is complete.

But then it’s over. How do you remind people of the scope, of the breadth, of the magnitude – and then show it to those who never even knew it was happening? And keep it out there to continually show prospective residents, the ultimate reason the investment was made in the first place?

Time lapse photography and a drone.

The final result is a video that is sharable, portable, and allowed the artist, the client, the city, and fans to make it a viral gift that keeps on giving. Credit where credit is due: Artist — Tristan Eaton and his killer team; Time Lapse — Gregory Dillard of Grapeseeker Motion Graphics; 7,000 square feet of “Canvas” — Ram Real Estate/Alexander Lofts.

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The Intersection of Marketing and Art

14 04 2014

It’s no bad thing to have a client who is an art patron. And it’s an even better thing when that client, a real estate developer, is a huge supporter of Art in Public Places (#AIPP) and willing to budget for the creation of art as a way to improve the community in which construction takes place.

For another perspective on the scale of this project, this is Tristan painting Alexander Graham Bell’s eye.

For another perspective on the scale of this project, this is Tristan painting Alexander Graham Bell’s eye.

That said, you’d like to have the artwork depict some subtle tie-in to the project, even though Art in Public Places is pretty strict about there being no commercial aspect to the projects it approves. The client, Ram Realty Services, decided that we would conduct a Call to Artists with the prompt that the 7,000 square foot mural would honor Alexander Graham Bell and communication, since the historic structure was once the regional headquarters for Southern Bell, and the converted residential units will be known as Alexander Lofts.

To provide a sense of scale, these next images were taken from the painting platforms.

Looking down...

Looking down…

Looking up...

Looking up…

After a lengthy vetting process that included representatives of Ram Realty Services, Alchemy, and the Cultural Council of Palm Beach County, it was decided we would work with Los Angeles-based Tristan Eaton, an internationally known street artist and designer whose work can be seen in galleries around the world and in the permanent collection of the New York Museum of Modern Art.

Eaton is renowned for creating large-scale murals in urban landscapes (NYC, Detroit, LA, Cleveland), and is an art consultant to major brands such as Fisher Price, Nike, and Disney.

It took him and his two assistants over 600 cans of spray paint and a total of 12 days to conquer the wall.

While there is no commercial aspect to the final artwork that in any way promotes Alexander Lofts, the prominence of the huge mural makes the building a landmark in Downtown West Palm Beach, and generated a tremendous amount of media coverage.

And it doesn’t hurt that the enormous mural and the name of the building both pay homage to Alexander Graham Bell – subtle, but present.

The finished 7,000 square-foot mural.

The finished 7,000 square-foot mural.

The investment in this tremendous artwork is a fantastic branding tool, as we are able to generate interest in the project on social media, on the project website, and in future marketing efforts as a way to identify the location of the property.








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