LEXUS < Back LEXUS IS 2021 Overview Service Outdoor Advertising, Overall Creative industry Automotive markets New York Wall(s) 2 Walls impressions 930K+ In November, Moxi Events sought us out to spearhead a project to announce the launch of Lexus’ new luxury vehicle, the 2021 Lexus IS . Lexus was looking to break away from traditional automobile campaigns and tap into a new demographic of millennials. And what better way to announce a “thrilling” new campaign than on a 1300 square ft hand painted mural in the heart of Williamsburg, Brooklyn . Lexus was interested in supporting a local artist that would capture the spirit of their new modern design. So, we tapped into our rolodex of quality artists and asked the queen of graffiti, Queen Andrea , to brainstorm on the project. Why Queen Andrea? As a native New Yorker influenced by her environment and raised by artists, Andrea has left her mark (literally) and continues to do so through her use of color, graffiti, graphic design, and typography. Her overall energy toward the project made her a perfect collaborator for the Lexus IS campaign. The result? Lexus received a high-end street art mural that grabbed the attention of passersby (835,680 to be exact) and as an added bonus, a QR code was drawn onto the side of the mural. The QR code is a great tool, especially during the pandemic as it provides viewers with a seamless experience to engage with the brand. In fact, a recent survey done by Beacon Technology found, “18.8% of users in the US and the UK strongly agreed that there was a visible increase in QR code usage {…}.“ Adweek also notes, “41% of consumers are willing to scan QR codes for contactless purchase.” https://www.youtube.com/watch?v=wevHTxuwpZ0 As a result, Lexus’s use of QR codes was a perfect approach to lead every Williamsburg millennial, already attached to their phone, to the Lexus IS page — ‘cause hey, what millennial isn’t attached to their phone? Check out the hand painted graffiti signs and let us know what drives you! BEYOND THE WALL Artwork extended beyond the wall into car wraps, posters, and postcards to show at dealership showrooms. Previous Next

Google Shopping < Back Overview Service Outdoor Advertising, Content Creation, Overall Creative industry Technology markets Los Angeles Wall(s) 1 Wall impressions 3.2M+ Google Shopping sought the expertise of the award-winning Overall Creative to partner with a local Los Angeles artist to design the mural as an extension of Venice, and support several local small all-female, black, or LGBTQ participating businesses by showcasing a variety of their products. https://www.youtube.com/watch?v=X92yShlG92Q LA-based illustrator and muralist Crisselle Mendiola designed this fun and colorful mural by incorporating small local businesses Phew! Beauty, Noto Botanics, Boy Smells, Bloom & Plume, Chado Tea, House of Aama, and Lanston, products throughout the design. Criselle brought the concept to life by turning the Venice Beach environment into a colorful mural illustration featuring familiar Venice Beach characters – From surfers, bodybuilders, and rollerbladers that encapsulated the vibe of the neighborhood while showcasing each product. Whether it’s a local passerby walking with his boom box toating a Bloom & Plume bag or a surfer swerving around a bottle of Noto Botanics Face Serum, each individual product is strategically placed into the design as a prop, all ready to be shopped straight from the mural! How does the onlooker know to scan the mural, you ask? Each individual product features a google tag prompting passersby to scan the product in the mural using Google Lens – a technology that allows users to point their phone to the mural and buy the product directly from the site. The result is an interactive mural that encapsulates the neighborhood in which it resides encouraging locals and tourists alike to shop small while sharing their gift wishlist with friends and family. Previous Next

The New School < Back INTEGRAL RUEDI BAUR Overview Service Commercial Signage industry Education markets New York Wall(s) 1 Wall impressions Overall Murals was selected to produce a large intricate ceiling mural, conceived by master graphic designer, "Intégral Ruedi Baur" at The New School University Center at the corner of 14th Street and 5th Avenue in its downtown campus. The Overall Murals team of artisans painstakingly hand-rendered Mr. Baur's custom lettering, composed of groundbreaking subjects and luminary instructors of historic New School classes. The original balances the university's newly constructed and impressive building, which has been described as "challenging the status quo" and proof of The New School's "commitment to creativity, innovation, and social engagement." Through its curriculum and advocacy of important architectural achievements such as this University Center, the New School upholds its reputation for housing innovative minds. Unlike many traditional colleges, the New School strays from the arbitrary in regard to its curriculum. Instead, this cutting-edge institute allows its students the freedom to choose their own scholastic approach to education. Students are encouraged to "seek an unbiased understanding of the existing order, it's genesis, growth and present working," according to the precedents set by its founders. Interesting programs offered such as "Women and their Money," taught by Dorcas Elizabeth Campbell in 1949, "Games: 101," and "Punk and Noise," are just a few of the hundreds of classes and instructors immortalized on the school's foundation in an array of colors. Mr. Baur’s design is based on the 3D font he created for the New School, based on Peter Bilak’s font, Irma. The font is used throughout the building as a wayfinding system, and as the foundation for the stairwell murals, which are visible from the sidewalks outside of the building. Designed by the New York office of Skidmore, Owings & Merrill (SOM), the University Center was conceived as a sixteen story campus within a building. Vertical, horizontal, and diagonal campus pathways work together to facilitate movement through the building, and increase opportunities for spontaneous interactions. The system of stairways are the principle means of circulation, and a strong focal point both inside and outside the building. Contrary to the perfect, modern black and white interior design and furnishings of the campus, the elaborate typography is as perfectly but imperfectly painted and composed of over 150 hand blended colors. Our artists practiced precise brushstrokes to create the crisp, vibrant typography over the course of several months on one stairway and four floors while standing with their necks craned for ten hours or while laying down on lounge chairs and scaffolding. For comparison, a mural of this size typically requires our team approximately one-week of production. The original design coats three angled stairwells or 4,200 feet. (the Sistine Chapel, by comparison, covers 6,118 square feet.) At the project's completion, we believe these laborious paintings enhanced the importance of their message and imposed on the viewer everything that the New School advocates: fresh perspective. Previous Next

GOOGLE < Back FIND THAT THING Overview Service Outdoor Advertising industry Technology markets Los Angeles, New York Wall(s) 8 walls impressions 9.5M+ "A picture is worth a thousand words" should be the motto for Gen Z, who don’t always type in keywords but rely on immersive ways to discover new content. That’s why it’s no surprise Google’s latest campaign, "Find That Thing," draws attention to their latest innovation - Google Lens. The image recognition technology system instantly delivers information related to the object to anything it identifies in real life. Someone struggling to describe something in words will find this latest and greatest technology as their new way to discover. So how did Google grab the lens of millions of people across the country? Through hand painted murals, of course! Our crew painted 8 murals coast to caost, allowing passersby to "search what you see." From street level to large elevated wall spaces, we purposely painted in high-traffic neighborhoods like Bushwick, SoHo, Venice, Silver Lake, and Downtown Los Angeles, hotspots for Gen Z dwellers. Each mural reflected the everyday lives of the younger generation. Whether it was a person or thing depicted in the image, the artwork portrayed the perspective of somebody using Google Lens to search for things they found interesting. From cottage core for the crafty types in Silver Lake to furry pink hats adored by Bushwick's hipster elites, anyone who passes these murals could quickly scan and find the item, or something similar, to what is in the mural - now how’s that for innovation! Previous Next

Sony Music < Back DEPECHE MODE Overview Service Outdoor Advertising industry Entertainment markets Los Angeles Wall(s) 1 Wall impressions 602K In anticipation of Depeche Mode's long-awaited album, 'Memento Mori,' Sony Music partnered with Overall Murals to hand paint a stunning mural at the vibrant heart of Downtown Los Angeles . This locale, a haven for music enthusiasts and passersby, perfectly encapsulated the band's pioneering spirit. The mural pays heartfelt tribute to Fletch, the keyboardist who passed away unexpectedly, leaving fans in shock. Serving as both a grand unveiling and a poignant memorial, this artwork captivated significant attention, attracting 602K passionate fans and locals to Downtown LA. The gathering was marked by people bringing flowers, a touching gesture to honor the late Fletch. Included in the mural a cryptic QR code intricately woven into the artwork directed fans to an AR lens on the band’s Instagram account. By aligning the lens with the wings, fans unlocked the full album art and title, delivering an exhilarating self-discovery experience. https://www.youtube.com/watch?v=POxdJZl80vY Moreover, the entire mural creation footage doubled as the visualizer for “Ghosts Again,” amassing 422K views on YouTube. This video seamlessly merges the timeless essence of music and art, spotlighting the mural's pivotal role in emotionally resonant storytelling through the mastery of hand-painted visuals. Previous Next

e.l.f. < Back SUNTOUCHABLE SPF 30 Overview Service Outdoor Advertising industry Beauty markets Los Angeles, New York Wall(s) 2 Walls impressions 1M+ Many of us may forget to apply sunscreen, but after seeing these two hand painted murals, you'll never not want to apply, especially using the new e.l.f. Suntouchable SPF 30. Two murals were selected in high-traffic summertime hotspots; Venice Beach in Los Angeles and Domino Park in Brooklyn . Our expert paint crew took to the sand and streets to create these visually stunning bright murals. e.l.f.’s latest skincare product, Suntouchable, works as both a blurring primer and a sunscreen, promising long-lasting makeup wear and giving the skin a radiant glow, as seen on the highly visible faces painted on the walls. With over one million impressions, everyone will be reaching for their e.l.f sunscreen to reapply! Previous Next

FORD < Back BUILT FOR AMERICA Overview Service Outdoor Advertising, Content Creation industry Automotive markets Los Angeles, San Francisco, New York, Chicago, Atlanta Wall(s) 7 Walls impressions 4M+ B uilt Ford Proud highlights the brand’s passion, innovation, and commitment for over a century. Despite 2020 being a challenging year for everyone, the brand has taken a stand to salute the resilience of U.S. workers’ strength and flexibility while inspiring and invoking a sense of optimism as America gets back to work during the pandemic. "Ford chooses to invest more in America than any other automaker in part because of its rich history here. There are a lot of parallels between how the company and the country face and ultimately overcome challenges, Ford president, Americas, and International Markets Group. It’s not easy, and it’s not always comfortable, but we don’t back down. We will work hard to come back – aiming to be even stronger than before." To showcase the bond between the brand and communities across the nation, we took to the streets to beautifully hand paint the quality, performance, and dedication Ford delivers. Across this massive land, from coast to coast, and in between, the seven murals can be found in Atlanta, Chicago, Los Angeles, New York, and San Francisco to create these jaw-dropping impactful artworks The brand is consistently reinforcing its ambition to be the leader of smart vehicles. In May 2020, after time spent making essential PPE necessities, Ford reopened its plants to produce vehicles. Then in September of this year, Ford broke ground on a brand new production facility called the Rouge Electric Vehicle Center, where the all-electric F-150 will be built. Via this multi-wall, multi-city, and multi-creative “ Built for America ” campaign, Overall Murals helped further Ford’s values, a celebration of diversity, environmental progress, and its longstanding tradition of producing American-made vehicles for hard-working customers. The variety of stunning visuals found in the murals emphasized the dedication and passion of first responders, the importance of reduced gas emission vehicles, and the features of the colorful new, all-electric Ford Mustang Mach-E GT. Who else wants to go 0-60 in under 4 seconds, while saving the environment? Previous Next

Havaianas < Back HEADQUARTERS Overview Service Commercial Signage industry Apparel & Accessories markets Los Angeles Wall(s) 1 Wall impressions As the world continued to shelter in place under the dark looming cloud of COVID-19, the original flip flop sandal maker brand, Havaianas decided it was time to upgrade their new North American HQs building, located off of Abbott Kinney Blvd. in Venice Beach, CA, and add a vibrant splash of color and soulful design. The inspiration and original design was sourced from an old school Havaianas catalogue and originally created by Brasilian artist, XYZ. The artwork was then digitally manipulated and retooled by Overall Murals to fit perfectly on the new HQ's building. Over the course of 10 days in late June / early July, the Overall Murals paint crew worked in unison to deliver the goods. The vibrant colors and bold imagery radiate an uplifting and festive vibe that reflects the heart and soul of the best flip flop and sandal maker in the world. Previous Next

EA GAMES < Back STAR WARS | JEDI SURVIVOR Overview Service Outdoor Advertising, Content Creation, Special FX industry Gaming markets New York, Los Angeles Wall(s) 3 Walls impressions 2.9M+ EA Games Star Wars Jedi is arriving with a vengeance in the new thrilling game that immerses players in the Star Wars universe like never before. One can expect to play intense battles, do puzzle-solving, and explore a galaxy far, far away. The Fallen Order's sequel, Star Wars Jedi: Survivor, comes out on April 28th and continues the journey of protagonist Cal Kestis as he faces new challenges and enemies, all while getting one step closer to restoring the Jedi Order! What better way to announce the big release than three larger-than-life glow-in-the-dark, hand painted murals throughout New York and Los Angeles in high-foot traffic locations.All three street-level murals feature Cal Kestis in an action-packed pose, holding a lightsaber alongside his BD-1 robot. At night, the sky glows with fluorescent orange, red, yellow, and pink paint that activates under a UV light. Translucent paint was added to the iconic lightsaber, giving it the notable glow typically powered by the fictional Kyber Crystal. Cal’s jacket and forehead are also covered with transparent paint to appear as if the light from the lightsaber reflects off his clothing, and the sun reflects off his face. Lastly, the lettering is painted with translucent paint, calling further attention to pedestrians to tie the visuals together in announcing the highly anticipated video game release. https://www.youtube.com/watch?v=CsOgPRQPzP8 The murals achieve a striking effect on passersby day and night. In fact, Cameron Monaghan , the multi-talented actor who plays Cal Kestis, shared a nighttime video of our SoHo mural on social media, spreading the campaign further to his 2.7 million followers! Unsurprisingly, each mural is gaining so much traction as they are strategically hand painted in vibrant neighborhoods, including Bushwick , Soho, and Melrose . Perfectly selected neighborhoods are chosen for their abundance of nightlife, retail, and dining scenes. So as you become enamored over our beautifully executed glow-in-the-dark EA Games murals, can we rely on you to use the Force in this highly anticipated sequel? Catch you online in April! Previous Next

Whitney Museum < Back BIENNIAL Overview Service Outdoor Advertising industry Art & Culture markets New York Wall(s) 2 Walls impressions Whitney Museum's 2012 Biennial kicked off March 1st, and through Overall Murals we integrated the only two hand painted ads in the institution's promotional campaign. Whitney's graphic design department adjusted the art pieces and added the essential event information to display in the West Village and next to Williamsburg's artsy area of Bedford Ave. Within three days, the still of a boxer from a film by Frederick Wiseman was replicated to temporarily adorn Bleecker Street. In another handful of days, an image taken inside the museum itself by Gregory Holm, with its extremely detailed ceiling and lighting patterns, was hand painted adjacent to the constantly busy Bedford Ave. subway station. Due to the fact we have not missed the last three Biennials (and most definitely won't miss this one), it was an honor to paint these murals based on actual images from the exhibition. Previous Next

Primark < Back THAT'S SO PRIMARK Overview Service Outdoor Advertising, Content Creation industry Apparel & Accessories markets New York Wall(s) 1 Wall impressions 740K+ Some murals test our skills. This one tested our endurance. When Primark tapped us to announce their rapid expansion across Brooklyn , Queens, Staten Island, Long Island, New Jersey, and now Manhattan , we set out to capture an iconic New York moment: Coney Island in all its color and energy. The result was an incredibly detailed pictorial mural with photorealistic precision featuring models styled in Primark fashion , set against a hand painted backdrop of the boardwalk, roller coasters, and cotton candy skies. Bringing that vision to life was no small feat. Our team spent days on-site, working through rainstorms and racing against the clock to ensure the wall was completed in time for Fashion Week . Every stroke demanded precision, from the shimmer of a dress to the tilt of a Ferris wheel, and our painters did not cut corners. This mural is as close to perfection as brick and paint will allow. Williamsburg was the perfect neighborhood for this project. Creative, trendsetting, and fashion-forward, it mirrors Primark’s identity and makes for a natural fit as the brand cements itself in New York’s style scene. The impact speaks for itself. More than 740K+ impressions so far and counting, with passersby turning the mural into their own runway. It is not just an ad, it is an experience, a scenic wallscape that doubles as a backdrop for anyone ready to “love the look, adore the price.” To make sure the story extended beyond the wall, Primark also selected our Silver Package video . Captured by our in-house content creation team, the film showcases the mural's evolution over time through a combination of time-lapse, b-roll, environmental shots, and final reveals. The edits deliver an immersive look at the process and the artistry behind the wall, making the campaign shine both in person and online. https://vimeo.com/1119603472 For those unfamiliar, Primark is a global retailer offering fashion-forward clothing, home, and lifestyle products at unbeatable prices. Known for making style accessible without sacrificing trend, they have been rapidly expanding in the U.S., and this mural marks another milestone in their growing presence. This project pushed us to our limits, and that is what makes it unforgettable. We may never look at Coney Island the same way again. Previous Next

The High Line < Back NINA CHANEL ABNEY Overview Service Public Art industry Art & Culture markets New York Wall(s) 1 Wall impressions N/A There's no other love like "NYC LOVE." Nina Chanel Abney is the artist behind this whimsical new mural that represents Nina Chanel Abney’s first move to New York City and is an ode to all the “touristy” icons that Nina fell in love with and that New Yorkers take for granted. It’s a NY dream come true to paint an iconic and high profile place like the High Line. Our paint crew proudly painted the mural on the high line, a historic site visited by locals and tourists alike. The mural is a celebration of New York City via its iconography featuring the many icons of New York—pizza slices and the Statue of Liberty, plenty of pigeons, and one Big Apple. Check out the mural adjacent to the High Line at 22nd Street. Previous Next