Meet Marcine. She’s what in our business is called a walldog and she’s been doing it for the last 8 years! She is also one of the only highly experienced female wall dogs still working today. On top of that, she’s a strong rigger and paints for us, here, at Overall Murals. You may recognize some of the work she’s done for us like Carnival and Carmax, where she can be seen on her feet for as long as 10-12 hours at a time, through rain or shine, and always producing high-quality artwork for our advertising clients. Marcine shares, “As a woman, Overall Murals has been awesome to work at. They are all-inclusive and I feel like I am part of the Overall team.” And we couldn’t agree more. Marcine is a huge contributor to the OM team and we are happy to take the final day of Women’s History Month to acknowledge her contribution and success in a male-dominated industry. Hear #herstory: How did you become a wall dog and how has your experience been? I was running a bar on the Lower East Side in Manhattan on Allen and Delancey. I was part owner and bartending for 22 years. I walked outside and saw a bunch of guys painting on the side of a wall and thought, “This is what I want to do!” I moved to Philadelphia, where I worked at the Philadelphia Mural Arts Organization for about a year, and then moved back to NYC where I tried to force my way into the industry. It took me 4 years to even get an interview before I could get my foot in the door to become a wall dog. Why painting? Why not? Every day you are making something pretty awesome and the whole experience is amazing. Every wall I am working on, even if it’s terrifying I am having a blast. Last week, I worked on a wall in Venice that had the most difficult block and tackle rig I’ve ever been on. Every day I went to work, knowing this rig was frightening, yet, I still felt excited to show up. What would be your dream project? To be honest, any pictorial or completely insane works like a movie poster. The last mural I did with Dan Cohen and Dylan Dingle in San Francisco, for HBO’s new show Generation, was completely enjoyable. It just doesn’t feel like work. For other females breaking into the hand paint mural industry what type of advice would you give them? How I got where I am today, is by putting myself into situations that were pretty terrifying. But, looking back, I see that those experiences were important because I learned something about myself. However, you can’t expect everyone to feel the same way. So I recommend doing what you love, don’t let anyone pressure you to do something you don’t feel comfortable with, get yourself to a place where you are comfortable, and always try to learn. Through this process, always stay humble and leave your ego at the door because we are all in this as a team. Who would you say is your biggest influence? Marylin Minter. When I was studying for my undergrad at San Francisco Art Institute, I went to the MOMA and saw what I thought were sea prints but were actually enamel on a panel. I was losing my mind looking at her painting, I ended up staying for hours. I thought, ”I have to do this!” I am also inspired by artists like Dan Cohen and Eddie Lopez who I’ve worked with at Overall Murals. These guys have been in the industry for so long and have been great teachers, who I have learned so much from. They What is something that is memorable that sticks out to you that influenced your choice to make this a passion and career? Honestly, every job I get to do at Overall Murals is a ton of fun, the artwork is always awesome and everyone I work with is amazing. The time I was working with Elio Martinez, who I’ve been working with for 7 years, at a Jack Daniel’s mural on Melrose. I was like I get to work with my homie, I get to rig a block and tackle wall, all to get the job done. It’s always a good time and all of my experiences have been memorable. are amazing people, helpful, humble, and just awesome. What is your goal professionally? Where do you see yourself moving towards? Professionally I am inspired by the guys I work with who are in their sixties still doing this. That’s the goal – to keep hanging off that wall. What kind of art do you most identify with? Anything photorealistic or hyperrealistic. I have to say that something that goes along with my art is a piece I did with Chris Slaymaker for Carmax, painting a Mini Cooper with a psychedelic background. That’s the closest to my own art – bright colors with photorealistic vibes to it. What role does your work impact society and/or what do you hope it does for society? The work that we do at Overall murals is amazing because to the outside world, they think we are just painting ads. But it’s not just that. In fact, you are creating something that brings attention to the process. We take a 2-dimensional space and make it 3-dimensional by having us working on the wall. We also care about what we are creating. Our work goes beyond the wall, and it’s rad that people get to see just that. I always make sure to take time to interact with people walking by because they too are part of the process. Thank you Marcine for sharing your story with us and here’s to hanging off the wall for many more years to come!

I’ve been working at Overall Murals for just over 3 years now and it’s been nothing short of awesome. I love the people, I love the process, & I love the product. When I explain what we do – create hand painted advertising murals on the sides of buildings, the reaction is almost always: “WOW – that’s dope!” (from friends) or “WOW – that’s amazing – love it” (from industry professionals), to which I nod my head and agree, yep it is. Even when prospective clients aren’t buying hand paints as a format in their OOH mix, they always seem to express how much they love hand paints and hope to have a campaign that we can work together on soon. I recently started thinking about the WHY. Why does everyone love and appreciate hand painted murals so much? It’s got to be more than just the beauty, vibrancy, and spectacle of the process and finished product, right? More than the fact that anything artisanal, organic and artsy gets a lot of love on ‘the gram’, right? Perhaps it’s also the artistry, talent, craftsmanship and creativity behind it all… Out-of-Home industry leader, artist, & philosopher Rick Robinson writes, in his 2013 publication of The People’s Space, that hand paints are “the magic of OOH” and “an organic medium that speaks to our soul.” Whoa, that’s powerful stuff right there, sounds like the secret sauce that advertisers would love to get their hands on. But back to the WHY…could it be something in our collective DNA? Science now tells us that humans have been hand crafting signs for the past 75,000 years now, so there must be something instinctive that beckons our attention and compels our minds to absorb the messaging being delivered through hand painted signs. I think everyone can agree that a handwritten thank you note carries a little more endearment than a text message or an email. In that same regard, hand painted signs cut through digital clutter of our increasingly pixelated lives. After reflecting on this further, I think it really comes down to LOVE – love is the x-factor here. When human hands are involved the love is amplified – pure and wholesome LOVE. Our talented painters love painting, they put their heart and soul into every job. Their lives are literally on the line as they often dangle hundreds of feet in the air, with acute attention and focused presence, completely absorbed in the present moment! There’s a lot of LOVE when you’re living in the moment, so it’s only natural that the same energy being put into the mural is radiating back out to the people seeing the murals. Good advertising is all about connection and when that connection is made with LOVE, then that’s a solid connection. After all, love is the most powerful thing in the world and that my friends, is the POWER OF HAND PAINTS. For all you advertising gurus out there putting together your OOH marketing budgets for 2021, be sure to earmark some significant dollars for some good ole fashioned HAND PAINTED LOVE and let’s make your brand shine, while also making this world a better place.

How OOH has Become a Major Platform for Cannabis Advertising Look who’s legal now? Cannabis, that once taboo, demon weed, left-handed cigarette, reefer madness, devil’s lettuce (well you get the picture), is making a huge splash in OOH advertising. Legal in 17 states (most recently New York), the farming, manufacturing, distribution, and sale of cannabis is big business. Sales are skyrocketing, especially during the pandemic as people find that in addition to toilet paper and hand sanitizer, cannabis is an essential business. And at the heart of this business, like any other, is brand building. Building these new brands has kept Overall Murals busy (painting, that is!) for established cannabis labels like Dosist, Cresco, Kiva, Eaze, and Monogram, and for the expected surge of new brands as markets expand. OOH Advertising + Cannabis = Big Business As cannabis legalization rolls out across the US and demand for products increases, so grows the need for cannabis branded advertising as manufacturers and distributors seek to gain market share. The issue is, how and where to advertise? Overall Murals team of highly skilled Real Estate pros understand how to operate within the many and complicated state regulations and take every precaution when scouting out the right locations for legal cannabis advertising. Why is OOH Right for Your Cannabis Brand? A 2020 MarketingSherpa study discovered, “69% of the 1,200 Americans surveyed saw OOH as a trusted advertising channel, as compared to social media (43%), online banner ads (39%) and mobile phone ads (39%).” (Cannabis Business Time). The research indicates that consumers respond more positively to OOH advertising than digital outlets which some find annoying and intrusive. They report that OOH advertising gives them a welcome break, especially for those of us who spent most of 2020 too glued to our screens (guilty!). Add to that, businesses are reopening, the weather is improving and on every corner, there are restaurants filled with happy diners in outdoor seating. And we can assure you, it’s best to avoid vinyl that is likely to fall into someone’s eggs benedict and to choose the craft and entertainment that comes with watching painters hand paint a mural – how about them impressions? OOH is Interactive Check out the photos we have captured for our clients. Better yet, see for yourself, the foot/bike/car traffic and how often passersby engage with our painters to talk about the process and most importantly, the brands! It’s OOH marketing at every stage of the Overall Murals production process. Consumers regularly stop our painters to ask, “What is this ad for?” “Is that really hand-paint?” “When can I see the final product?” OOH delivers for Cannabis The beauty of OOH is that it’s impossible to miss. It’s part of the scenery – not an annoying pop-up on a screen or phone. Crafted by hand, painted by real people, in plain sight, Overall’s OOH murals communicate authenticity, art, and hipness, creating a strong connection between the brand, brand message, and consumers. What Creative Trends are Emerging in Cannabis OOH Advertising? It sounds self-serving but it’s true. Demand is up for hand paint cannabis advertising because the message delivered is human-centered and personal. Check out the most recent mural we did for Jay-Z’s brand, Monogram. Monogram’s marketing is a clear example of the direction new cannabis lines are taking to promote their products. The message is a human-centered art direction to help normalize cannabis. As Shana Hayne of Hearst Bay Area explains, “Two things we’ll see more of this year [in cannabis advertising] are hyper-local tactics and humanizing storytelling”. This is evident in Monogram’s advertising. Jay Z uses his platform and cannabis brand to amplify the voices of those who have been penalized by a national drug policy that negatively targets the lives of black Americans through storytelling. Our client Pax took a humorous and relatable approach to advertise their Vape pens with a one-liner that combines a homey, family, Thanksgiving tradition and a hip-in-the-know smirk. OOH Works Hard for Cannabis How do we know? We see it ourselves in the growing number of clients who rely on our murals to build brands and deliver business through an unfolding mural. They rely on our murals’ ability to provide their brands with a people-accessible platform to get their names and stories out there. So… what are ya waiting for? Pass the brushie to the left-hand side. Let’s paint!

Happy St. Patrick’s Day! For a holiday like today, we thought we’d celebrate the best way that we know how, by chatting about the color green. So, how does one emphasize the power of green? It’s a color that symbolizes Ireland, money, beer, and leprechauns. We’d like to start by exploring its history and how we, at Overall Murals, use it in its purest form… PAINT. The history of green and why it ain’t easy being it is long and much like some of our old Irish uncles, not always easy to follow. Now, there are a few legendary tales that can be attributed to why we wear green on Saint Patty’s Day. One is that Saint Patrick was thought to have used green shamrocks to teach people about the holy trinity. Another from Sean O’ Malley, a kid from my 3rd-grade science class who said it was because leprechauns would find me and pinch me if I didn’t wear the lucky color. The most poetic theory is referenced by William Drennen, the co-founder of the Society of United Irishmen in 1795. He referred to Ireland as “the Emerald Isle” in one of his poems describing the country’s vast leafy landscape. The verdant land was considered wealthy because it represented a fertile land ripe with gold. Fast forward to today — you may not typically see our work inside fine art galleries but our use of the color green out on the exterior canvases of buildings is quite prolific. As artists, we can’t overlook the beauty of green (from lime to olive) without acknowledging how important it is. It is a color that symbolizes hope, and it literally means money in our line of work, within the world of hand painted advertising. We’ve gone ahead and done all the research and sourced our wonderful in-house painters for their knowledge on all things green, so you don’t have to (you’re welcome). In ancient Egypt, the Egyptians believed that the color symbolized regeneration and rebirth, so they used copper mineral malachite to create the green color and adorn tomb walls. By the same token, ancient Romans utilized the color on mosaics and stained glass, while monks also painted their manuscripts green. Some of the latest ad campaigns have taken a cue from the Middle Ages, where green clothing stood for wealth and status. Balenciaga and Buchanan Whiskey stand out from the crowd to a large green degree. On a more practical level, during the Renaissance era, artists found that when painting a portrait and adding an undercoat of green to the pink would give the depth needed to make a face look more like, well, a face. In fact, we still use this method of green for our photorealistic murals to add balance and create a vivid pale flesh tone for murals like AG Jeans and Ray Ban. Let’s highlight the common variation of cadmium green, which is often used in advertising artwork for clients, who are environmentally friendly, or outdoorsy, and earth-friendly. It’s a bright light tint that stands out against more muted colors, while still providing a fresh look and leaving viewers with a feeling of calmness and liveliness. Tell us, are you feeling more peaceful yet? What’s so special about cadmium green? Well, it’s a color widely used in the hand painted industry for a reason. Cadmium green was discovered in 1817 and has long been a fixture on painters and graphic artists’ color pallets, typically under the name ‘cadmium yellow’. In fact, today cadmium green is usually a mixture of cadmium yellow and viridian to give it its bright pale green pallor. It’s best known for its outstanding high power, light fastness, and stability – withstanding fading from temperatures up to 5,432 degrees Fahrenheit. This is perfect for our outdoor murals that are exposed to UV rays 24/7. We use a variety of different faceted cadmium colors to help reduce the faded look so we can provide our clients with long-lasting high-quality colors for their murals all year round. Right about now, I bet you’re wondering, how do we make and mix cadmium green (or any color for that matter)? Well, it involves a client, a painter or two, and gallons of paint. Once, we have received hard copy art proofs from our client (or print them in-house) Overall Murals’ (OM) painters mount the proofs and protect them with acetate. They then utilize them as a reference for the paint we are about to mix. Next, the painters set up a station, dedicated to mixing all the colors up, something like the below. Also, for ideal results, it’s best if mixing is done under natural light, like outside or under a skylight. This process involves a combination of concocting varying paint colors to achieve the final one that matches against the client’s artwork, as exact as possible. So, for every green, pink, purple or every shadow and gradient presented in a given artwork, they must go through the paint mixing operation. Each color created will be dabbed onto the proofs for double-checking and where fingers crossed (or with a bit of luck of the Irish), it’s a match! Now for many, this affair could take hours even days to engineer. But for our uber-experienced painters, they have built an impressive ability to understand what colors and chemicals work well together, and can stir up dozens of custom colors in a matter of hours. Now, for what you’d read in the fine print: mixing oil paints like this is not something one should do lightly. The procedure can be toxic, and the government insists that they only be used by artists and professionals (that’s us!), so internally we take the necessary safety precautions. When OM’s muralists mix paint and brush it onto our walls, they are always wearing gloves and masks. Our studio ensures there is proper ventilation indoors and we ask that our team avoids eating near the chemicals… or eating the paint at all, cause it definitely doesn’t taste like chicken. So there you have it! Green, a color tied to history and was once used by Ancient Egyptians, is now swirled in a paint bucket in our Brooklyn-based studio. The power of green still holds true to Saint Patrick’s Day just like we hold true to our own hand paint tradition. When you see one of our murals painted with green, just know we are high up on the wall, painting and cheering for Saint Paddy’s day! Slainte!

In honor of Women’s History Month, we wanted to spotlight our Co-Founder, Angel Saemai. We took it upon ourselves to dive deep with Angel by asking 6 questions to get to know how Overall Murals started and her journey as a successful business owner. Hear #herstory… When did the entrepreneur bug bite you? It was in 2006 when I was working at an advertising agency and found myself feeling disconnected in my role as a Media Planner. I repeatedly asked myself, “Why am I here, and who am I here for?”. As a large company, there was no interaction with the owners, stakeholders, or board members. I found my experience impersonal and shortly after starting my role, I yearned to create something of my own – something transparent in its purpose. And that’s when I was bit by the entrepreneur bug. Tell us about your first entrepreneurial venture: How did you come up with the idea and how did you start your business? I met Dmitry, my soon to be husband and business partner in 2007. He was a rebellious and strong-willed artist, the kind that marched to his own beat (in fact, nothing has changed). He had just opened a small sign and mural painting business, okMitch Studio, while I was working at a large social network in sales. I spent my spare time helping Dmitry track down new clients for his business. During the recession of 2008, I found myself laid off without a job. This became the perfect moment to take our two backgrounds and combine them into a business we both were passionate about. Who were the mentors that encouraged you? The most encouraging mentor has always been my mother. My parents immigrated with me to the US from Thailand when I was about seven months old. Since then, my parents worked multiple low-paying jobs, day and night, to put my younger brother and me through Bay Area private schools and colleges. As hard as they worked my mother was strong and took pride in all that she did and I admire her for that. She always pushed me to excel in whatever I pursued and supported me to the fullest. Today, she continues to urge me to make decisions that are both honest and productive and for that, I am thankful for her. How do you balance your entrepreneur life with friends that don’t understand the challenges of running a business? Work-life-balance has always been difficult. For a long time, I felt that working as much and putting in as much effort as possible meant that success was imminent. In the beginning, in order to build and learn the industry, I sacrificed what was a busy social life. As I’ve gotten older and my company grows, I am more cognizant of the need to set aside time for myself, my family and loved ones. What is the biggest challenge for you as an entrepreneur? There are challenges in every stage of a business’s lifespan. The beginning comes with issues that may affect your self-esteem and self-belief. And there is a lot of picking yourself up and dusting yourself off. This never completely goes away, but eventually as one learns from past mistakes and failures it is more infrequent. At the stage I’m in now, I’m navigating how leadership requires making crucial decisions that impact a team of people, their livelihood, and safety. What tips do you have for other women who would like to start their own businesses? Starting something on your own can be daunting. It requires one to be unafraid of failure and oftentimes, you are not an expert with every aspect of what it takes. This has only gotten harder with the influence of social media. We are so aware of what our friends, colleagues, competitors, and consumers are doing. In embarking on your own, it’s important to stay true to yourself and not cater to anyone else’s expectations.

Many of us can relate to moments in our personal journeys, when there was a fork in the road of our careers. For me, that moment was in March of 2018. Then a middle school teacher, I made the tough decision to stand up for a student and in doing so, I gave up my career in education. Who would have thought the day after my last day as an educator, I would find myself in a familiar situation — seated on a bench in front of my Brooklyn apartment making small talk and bonding with a handful of passersby over our neighborhood’s local haunts. It just so happened these new acquaintances were considering moving to an apartment on the block and invited me along. As soon as I walked into their prospective home, I commented on the gorgeous wood beams, the exposed brick, and the reasonable rent. By the time we were all leaving, the agent assured the future tenants that I wasn’t a hired plant to get the deal done and asked if I ever considered a career in real estate. Shortly thereafter, I headed into what would soon be a thrilling, eye-opening real estate journey. I became immersed in a completely new industry. It was intoxicating — making transactions, building a business, and forming a team. It was, at least, what I thought my new career journey would be. Calling on building owners, property managers, and prospective tenants, day and night, seemed like a movie on how to succeed in business while really really trying. Over the course of the next two years and with two brokerages, more often than not, I found myself sitting in front of men who were the decision-makers, the negotiators, landlords, property managers, and… well you get the picture. They were the ones justifying my worth on whether or not I would get the deal closed or even get the chance to pitch a deal. Half of the time, meeting with these property owners meant wondering if they actually respected me. I found that I was trying to survive in a male dominated world, exchanging polite laughs for commissions and listings. Eventually these kinds of experiences began to pile onto a deep feeling of inequity. At my last brokerage in Williamsburg, I closed five rental deals in my first 30 days. Being new to the company and navigating new systems, I felt excited about my prospects. My manager even commented on my celebratory social media post and said, “You say what you mean and mean what you say. Your positive attitude, willingness to learn and help others is admirable. Congratulations, Jaclyn. The first of many achievements for sure!” These words affirmed my capabilities and I was confident that this would be the first of many celebrations. But, I quickly learned that the “boys club” wasn’t going to be admitting me anytime soon. Regardless of my hustle, dedication and delivery, leads and listings that were previously directed to me, were handed off to a male co-worker, instead. When I challenged the switchover, my manager responded, “He has a family to support” or would require me to share my commission with an agent who had a loose tangential history with the deal. It became clear that unwritten rules and unspoken common practices exist to benefit those in his inner circle, and that’s where I drew the line. In December 2019, I took a leap of faith and interviewed for a fully female-led Out-of-Home Advertisement Real Estate Team at Overall Murals — a hand paint advertising company located in Brooklyn. I am very proud to say that I did not have to leave real estate to find the right path for me and in January 2020, I was officially invited to be a part of Overall Murals’ Real Estate Team. It has been an honor working alongside female leaders like Angel Saemai, co-owner of Overall Murals, and Director of Real Estate West Coast, Ashley Bunnett, an industry veteran. Together we make up a squad that focuses on encouragement, partnership, and growth and in celebration of Women’s History Month, I want to use this space to celebrate us and the community we’ve built here at Overall Murals. I can’t convey enough what a difference it has been to have female mentors as colleagues. It is not lost on me that we are still very much an anomaly in an industry dominated by men, but it goes without saying we are better together. Our shared experiences make us a unique force in a predominantly male industry. Regardless of our respective markets or gender identity, and with great tenacity, we are always working collaboratively towards one goal, and that is the success of Overall Murals.