There’s far more than “slinging paint”. Overall Special FX (formerly Paint Lab) services collaborate with clients by contributing innovative ideas and a palpable “let’s try it!” enthusiasm to help them create incredible content in conjunction with our already eye-catching murals. A glow-in-the-dark wallscape? A lenticular wall ? Trompe l'oeil ? Whatever you can imagine, the Overall Special FX takes your ideas even further to create a singular, stunning, hand painted campaign. It becomes a work of art that evolves into a local event – both during installation and once completed – and increases agency and client ROI. Editor’s Note: Paint Lab has been rebranded as Special FX. The video below references our former name, Paint Lab, but the services and expertise remain the same — now under Special FX. Our Special FX team has put together a list of their five “most creative” projects, what they consider the “coolest” projects, and the best examples of how the Paint Lab works with our clients to create astonishing works of art for client brands – work that often wins awards. Here’s the Special FX fab five , each one highlighting just some Special FX capabilities: Glow-in-the-Dark Our wall for EA Games Star Wars Jedi Survivor in LA and NYC features fluorescent and translucent paints that glow under UV and black light, transforming from day to night. These colors draw people to the wall to watch the painting change and glow. What’s the point of having a light saber it it’s not lighted? Exactly. Lenticular Wall Ben & Jerry’s, America’s favorite ice cream purveyor, wanted to serve up unique content for Ben & Jerry’s Pint Slices, its newest product. OM Paint Lab helped Ben & Jerry’s agency, Mekanism, conceive and create a lenticular mural, the first ever in outdoor advertising. It’s like great ice cream, sweet and impossibly cool . Anamorphic Trompe l’oeil (“deceive the eye”) is the painting of an object or subject with such verisimilitude the viewer stops and questions the reality of the image. Can it be done on a scale as grand as a hand painted wall? The OM Paint Lab created an anamorphic wall with International Watch Company (IWC), and there was a 25-foot, 3D watch – the IWC Big Pilot - in Williamsburg . The Big Pilot mural is just one example of how OM Paint Lab helps agencies discover and complete the last mile for their brands, one they might not have imagined. 3D Build-Outs Overall Special FX loves 3D build-outs. When Klarna wanted to charm dog lovers for the 2019 holidays, the Paint Lab envisioned and painted t hree interactive walls in Williamsburg with more than 900 dog toys . All Overall Paint Lab pieces are interactive, but the company’s 3D murals feature three-dimensional, tactile elements (“chewable,” in this case). The Paint Lab Team designs these murals for specific settings and surroundings, and every 3D build-out is an immersive experience for visitors. Scent Machine The Fanta orange soda wallscape in Atlanta features a scent machine beside an exquisite hand-painted mural. Alongside the mural’s bold blues, sunny oranges and bright whites (and a bottle of orange soda that looks like the real thing), the OM Paint Lab installed a scent machine for passers-by – by simply pushing a button people can experience the sweet, citrusy aroma of Fanta orange soda. It’s an unforgettable brand experience and an outdoor media landmark. In a world overstuffed with ephemeral digital campaigns, why not give your clients outdoor media with a big analog heart? OM painted more than 350 walls in 2022 , many of them designed with enthusiastic, i nspired input from the Overall Special FX . Think you’ve got a great idea? Contact the Overall Special FX and see how far you can take it.

Overall Creative blends city and nature, creating calm at Joe & The Juice on 6th Avenue. For the Joe & The Juice location at 1185 6th Avenue, our in-house Overall Creative team combined strategic design, brand insight, and hands-on execution to create a mural that could momentarily slow the pulse of Midtown Manhattan. The goal was to explore abstract forms, gestures, and shapes that reflect the tension and balance between city and nature, industry and green space, all while staying true to Joe & The Juice’s vibrant, design-forward identity. Joe & The Juice, a global lifestyle brand, is known for its fresh juices, sandwiches, and energetic cafes that combine healthy offerings with a strong visual identity. Founded in Copenhagen in 2002, the brand has expanded internationally while maintaining its focus on wellness, playfulness, and community, an ethos that guided our design approach. The mural creates a visual exhale, a moment of calm in Midtown, where Central Park emerges as the heartbeat of the composition. Color, Texture, and Atmosphere Overall Production carefully mixed a palette that highlights the iconic Joe & The Juice pink while maintaining harmony across the wall. To elevate the flat color fields, Overall Creative introduced a subtle textured background, reminiscent of stone or industrial concrete. This adds depth and tactility, reinforcing the interplay between organic forms and the city’s raw architecture. “We wanted the colors to feel lively while maintaining a smooth, cohesive, and visually engaging harmony,” says Shannon Peel, Creative Director. Trust the Process The mural was designed by Shannon Peel , our Creative Director, whose inspiration from a recent MoMA visit helped shape the design. Shannon translated that inspiration into a composition that balances abstraction, energy, and calm. The first sketch presented an almost aerial perspective, suggesting buildings, trees, ponds, and abstracted city and nature forms. A large oval tied these elements together, guiding complex visual ideas into a cohesive composition. Bold shapes drew the eye and created movement, anchored by a grounded, stone-like background. “The aerial perspective present a abstracted representations of city and nature,”  Shannon adds. By Round 3, fruit-inspired, organic shapes were introduced to align with Joe & The Juice’s identity. An enlarged apple shape reinforced the playful motif, while the circular running track subtly formed a “J,” connecting the mural to the brand. “The fruit shapes and the hidden ‘J’ are playful discoveries that connect brand and place in a way that feels natural rather than forced,”  says Shannon. Iconography & Hidden Meaning Throughout the mural, abstracted nods reference Central Park and its surrounding neighborhoods, rewarding closer looking while remaining cohesive: Fruits & Organic Shapes: Broccoli, apple, citrus slices, blueberry, and pear American Museum of Natural History: A symbol of learning and curiosity Strawberry Fields: The John Lennon memorial, representing hope and peace Circular Running Track: Movement, wellness, and daily ritual Columbus Circle: A meeting point for many New Yorkers Bike & Walking Paths: Arteries extending through the city Playgrounds & Fields: Spaces of play, rest, and community The Reservoir: A haven for wildlife Central Park Bandshell: Reference to the park’s musical history Harlem: A culturally artistic epicenter Overall Creative intentionally embedded these elements to create a mural that rewards discovery while maintaining brand cohesion. The goal mirrors the feeling of Central Park, a sanctuary from Midtown chaos, offering Joe & The Juice customers a space to pause, refresh, and reconnect. “We hope anyone walking in feels a moment of calm, walking in to refresh, refuel and reset.” The Result "Turned out so beautiful and exactly what we wanted in the very open brief, thank you for a great collaboration! We will definitely reach out next time we need a mural for a store in the US." - Joe and the Juice This testimonial highlights how Overall Creative ’s in-house design process, from concept to final execution, delivers a mural that reflects a client’s brand while transforming a commercial space into an experience.

Four Walls, One Neighborhood, and a Thousand Small Moments If you spend enough time on Wythe Avenue , you start to notice its rhythms. Not the obvious ones, Brooklyn has plenty of noise, but the subtler currents that move people from café to hotel, studio to restaurant, park to rooftop. As a photographer, I’m usually hunting for light, angles or color. On Wythe, they’re easy to find. What surprises me more is the intention here. This part of Williamsburg isn’t just changing, it’s editing itself constantly, like a neighborhood that knows it’s being watched. Long before the boutiques and Michelin-star kitchens arrived, Wythe was a patchwork of industrial buildings and makeshift studios. You can still see traces of that era if you look for them: an old loading dock, fading brick typography, a doorway that’s been repainted a dozen times but somehow still looks original. Artists built lives here long before the rest of the world caught on. That foundation hasn’t vanished, it’s just wearing a newer coat of paint. Today, Wythe is what happens when creative history meets constant curiosity . You hear multiple languages on the same block. You see out-of-towners dragging suitcases alongside people who’ve lived here since before Google Maps labeled everything. Cameras come out quickly. People walk slower than they mean to. The street has become its own kind of visual runway , especially for those of us who spend our days documenting hand painted work and the way people interact with it. I’ve photographed our hand paints here for years, and the thing that always strikes me is how actively Wythe participates in the work. These walls don’t sit quietly in the background. They become part of the daily exchange, a visual handshake passed from morning joggers to after-dinner wanderers. A new hand painted wall appears and immediately becomes folded into someone’s Saturday plans, someone’s Instagram story, someone’s “I think I saw this somewhere” memory. If any street could qualify as high attention, Wythe makes a strong case. And the locations here aren’t just placements. They’re embedded in the street’s choreography. Overall Murals’ B-80 hand painted wall on Wythe Avenue for The Ordinary, located between Banker St. & N. 15th St. B-80 , up near Banker Street and N 15th , is the northern entry point. It’s where the block transitions from industrial calm into the energy most people associate with Williamsburg . Hotel guests, cyclists, early risers with coffee, late-night stragglers, everyone funnels past this wall. On most days when I’m shooting there, I see people heading straight toward Caffè Panna for an affogato or gelato, and they inevitably slow down at the wall before crossing the street. It’s always funny watching someone glance up mid-lick or mid-sip and suddenly forget their dessert because the hand paint caught their attention . The wall reveals itself right as their day is beginning. Overall Murals’ B-83 on Wythe Avenue & N. 13th St. for AMEX Platinum. A few blocks down, B-82/83 spans across two large surfaces, almost cinematic in scale. This stretch is constantly in motion. Dog walkers, brunch seekers, photographers scouting backdrops, production crews prepping for a shoot. If Wythe has a heartbeat, it’s somewhere around here. I remember filming the AMEX piece when a guy stopped next to me and just stared at the emerging card illustration. He said something like, “ Man, I’ve never seen someone paint metal before. That’s insane.” Then he pulled out his phone, took a few photos of the process, and kept walking like he’d just witnessed a magic trick. That’s the thing about this wall, it doesn’t blend in. It anchors the block, even halfway through the painting. Further south, near N 9th and N 10th, B-84 sits in a zone where people naturally slow down. Maybe it’s the curve of the street, maybe it’s the restaurants, or maybe it’s that the entrance to The Hoxton Hotel is directly across from the wall. Every time I’m shooting here, I watch guests step out the front doors, still adjusting their bags or sunglasses, and the first thing they see is whatever we’re painting. It becomes their introduction to the neighborhood before their day even starts. People pause here longer, they read, they circle back for a photo. The wall rewards hand paints with small details, textures or colors that only make sense from a few steps away. Overall Murals’ B-82 & B-83 on Wythe Avenue & N. 14th St. for AMEX Platinum.  What ties these four walls together isn’t height or width or even visibility. It’s that Wythe Avenue itself does half the storytelling. The neighborhood’s creative atmosphere wraps around anything painted here. And because this corridor is so heavily photographed by professional photographers, amateurs, influencers and people who didn’t mean to take a picture but did anyway, hand painted work lives longer here than the weeks it physically occupies the wall. Hand paint resonates on Wythe in a way that’s hard to replicate anywhere else. Maybe it’s that the neighborhood still remembers the artists who shaped it. Maybe it’s because in a world of algorithmic feeds and frictionless digital impressions, AI in the spotlight , something crafted by hand feels refreshing. Or maybe it’s simply that paint on brick will always look right under Brooklyn light. I’ve watched hand painted walls on Wythe become temporary landmarks but we’re here to stay. The memories may fade eventually but then they resurface in someone’s moodboard, in a video recap, in a conversation about a trip to Williamsburg. On Saturdays, you’ll often see me photographing our hand paints while another is being created down the block. It’s like the neighborhood is always mid-sentence. There’s also a shift happening in how brands use hand painted walls. Special FX pieces that rain and reveal something unexpected. Color choices that echo seasonal shifts. Installations that extend slightly beyond the painted surface. The overall paint process feels more like invitations than promotions. When these ideas work, it’s because they’re in dialogue with the environment, not competing against it. In a time when most advertising disappears with the swipe of a thumb, Wythe Avenue remains unapologetically physical . Tangible. A place where hand painted walls stand in real weather, real sunlight, real curiosity. As much as I enjoy shooting finished work, my favorite moments are still the transitions, the first outlines appearing at dawn, the ladders leaning just so, the pedestrians who slow down to guess what the wall will eventually become. Overall Murals’ B-84 hand painted wall on Wythe Avenue for Glenfiddich, located between N. 9th St. & N. 10th St. Wythe is a street that rewards presence. And for anyone paying attention to how neighborhoods interact with art and advertising, it’s a good reminder that the canvas isn’t just the wall. It’s everything and everyone around it. And if you’re interested in the work behind these walls, there’s more to explore. Learn more at overallmurals.com/work or reach me at michael@overallmurals.com .

We work with the top creative agencies and brands to develop award-winning creative and provide in-house design opportunities. You can be sure to find us out there, rain, snow, the occasional hail storm, and definitely out on a sunny day getting everything set up for a range of projects. our work Below is a collection of our work from the last 15+ years. Services Industry Markets Special FX Awards Joe & the Juice MIDTOWN, NEW YORK Up New York Food & Beverage M.ph GET ON TOP Up Los Angeles Beauty Pepsi SUPER BOWL LX Up San Francisco CPG The High Line DEREK FORDJOUR Up New York Art & Culture The Ordinary THE PERIODIC FABLE™ Up Los Angeles, New York Beauty American Express BUSINESS PLATINUM Up New York Finance AUDIBLE PRIDE & PREJUDICE Up Los Angeles, New York Entertainment Primark THAT'S SO PRIMARK Up New York Fashion & Apparel DON JULIO WILLY CHAVARRIA Up New York Alcohol MODELO 100 YEAR ANNIVERSARY Up Brooklyn Alcohol Suntory -196 LEMON VODKA SELTZER Up Los Angeles Alcohol NORWEGIAN CRUISE LINE ESCAPE TO THE GREAT LIFE Up New York Travel ON RUNNING SOFT WINS Up Los Angeles Apparel & Accessories LE LABO NASHVILLE Up Nashville Beauty OMEGA MY LITTLE SECRET Up New York Apparel & Accessories Converse SHAI GILGEOUS-ALEXANDER Up Oklahoma City Apparel & Accessories Prada SUMMER 2025 EYEWEAR Up New York Fashion & Apparel Häagen-Dazs ALLIES IN ARTS Up Los Angeles, San Francisco CPG COMCAST THE WIFI IS BOOMING Up Atlanta, Seattle Technology Tools For Humanity WORLD.ORG Up San Francisco Technology 1 2 3 ... 11 1 ... 1 2 3 4 5 6 7 8 9 10 11 ... 11

Joe & the Juice < Back MIDTOWN, NEW YORK Overview Service Commercial Signage, Overall Creative industry Food & Beverage markets New York Wall(s) 1 Wall impressions N/A At 1185 6th Avenue in Midtown Manhattan, we transformed New York's latest Joe & The Juice and its feature wall into more than a mural; it’s a Manhattan oasis that invites pause amid one of the city’s busiest corridors. Painted inside the store but visible from the street, the wall draws passersby and customers into its world, with seating directly in front so they can sit within the mural and experience it as an immersive environment rather than just a piece on a wall. From the outset, Joe & The Juice really wanted a more abstract vision with subtle references to New York woven in, nothing literal or overly obvious. Our Overall Creative team built a concept rooted in contrast: city and nature, structure and flow, energy and calm. Abstract forms echo nearby green spaces and pathways, while fruit-inspired shapes quietly nod to the brand’s offerings. A hidden circular gesture forms a subtle “J,” rewarding those who take a closer look. The color palette highlights the brand’s signature pink, layered over complementary tones and a textured, stone-like background for depth. Abstract references to local landmarks, including Central Park, the American Museum of Natural History, and Strawberry Fields, embed the mural in its Midtown context without overwhelming the narrative. The result is a dynamic, high-impact wall that functions as a brand beacon, encouraging photography, social sharing, and lingering moments. For a closer look at the creative process and the evolution from sketch to final wall, read our full journal post . Previous Next

Overall Murals is an award-winning hand painted mural company that brings to life large-scale murals that engage the public across the U.S., from coast to coast. Hand painted outdoor advertising company Joe and The Juice MIDTOWN, NEW YORK M.PH GET ON TOP PEPSI SUPER BOWL LX THE HIGH LINE DEREK FORDJOUR THE ORDINARY THE PERIODIC FABLE™ AMERICAN EXPRESS BUSINESS PLATINUM AUDIBLE PRIDE & PREJUDICE PRIMARK THAT'S SO PRIMARK DON JULIO WILLY CHAVARRIA MODELO 100 YEAR ANNIVERSARY SUNTORY -196 LEMON VODKA SELTZER NORWEGIAN CRUISE LINE ESCAPE TO THE GREAT LIFE ON RUNNING SOFT WINS LE LABO NASHVILLE OMEGA MY LITTLE SECRET PRADA SUMMER 2025 EYEWEAR Häagen-Dazs ALLIES IN ARTS COMCAST THE WIFI IS BOOMING Tools For Humanity WORLD.ORG MrBeast FEASTABLES ICELANDAIR BNA TO ICELAND BMW M-5 TOURING PRADA ACTS LIKE PRADA Anduril INDUSTRIES DON'T WORK HERE NIKE SO WIN. Joe and The Juice MIDTOWN, NEW YORK M.PH GET ON TOP PEPSI SUPER BOWL LX THE HIGH LINE DEREK FORDJOUR THE ORDINARY THE PERIODIC FABLE™ AMERICAN EXPRESS BUSINESS PLATINUM AUDIBLE PRIDE & PREJUDICE PRIMARK THAT'S SO PRIMARK DON JULIO WILLY CHAVARRIA MODELO 100 YEAR ANNIVERSARY SUNTORY -196 LEMON VODKA SELTZER NORWEGIAN CRUISE LINE ESCAPE TO THE GREAT LIFE ON RUNNING SOFT WINS LE LABO NASHVILLE OMEGA MY LITTLE SECRET PRADA SUMMER 2025 EYEWEAR Häagen-Dazs ALLIES IN ARTS COMCAST THE WIFI IS BOOMING Tools For Humanity WORLD.ORG MrBeast FEASTABLES ICELANDAIR BNA TO ICELAND BMW M-5 TOURING PRADA ACTS LIKE PRADA Anduril INDUSTRIES DON'T WORK HERE NIKE SO WIN. View More Projects We deliver fresh and unique media concepts , scout real estate opportunities in any market, and advise carefully tailored media plans for a comprehensive selection of permanent wall locations. NEWSLETTER | STAY IN THE KNOW Sign Up and stay in the hand paint loop Join our newsletter and be the first to know about our NEW walls, the latest offerings, and all the exciting things happening at Overall Murals. Signing up is quick, easy, and 100% pain-free. Sign Up LaTest hAPpEningS Load More