BOOK OF CLARENCE
Outdoor Advertising, OM Art Studio
Los Angeles, Philadelphia, Atlanta
Sony Pictures prepared for the release of its upcoming film, "The Book of Clarence," directed by Jeymes Samuel, with captivating pre-launch promotional murals to generate buzz and anticipation for the film's premiere. Sony Pictures worked with Overall Murals (OM) to create a visually striking design that would resonate with diverse communities nationwide.
Overall Murals Art Studio spearheaded the development of a design that would be utilized on Sony Picture’s multi-wall mural campaign. We first sourced an artist capable of taking the film's key art and implementing their creative techniques and unique aesthetics to create compelling mural art.
Enter Erica Chisolm, an Atlanta-based mixed-media painter and muralist. Erica, renowned for her art activism and diverse artistic techniques, was chosen to infuse the film's themes into her artwork.
Having prior experience with Erica on the Marker’s Mark, ‘Celebrating the Remarkable’ campaign, we were confident she’d be a reliable fit. Drawing from the movie's trailer and Last Supper key art, Erica incorporated handmade textures, multicolored faces depicting growth complexities, and character-inspired gold jewelry.
Bringing the final vision to life, Overall Murals hand painted the artwork in prominent locations in Buckhead, Atlanta, Venice Beach, Los Angeles, and Germantown, Pennsylvania. The murals serve as promotional landmarks, garnering 445K monthly impressions, to announce the movie's premiere date.
To amplify the campaign's impact, OM’s content creation team documented the painting process and interviewed Erica to provide insight into her artistic journey, while also capturing her alongside the completed mural. The video was posted on Book of Clarence’s, Sony Pictures', and Erica’s Instagram, where it was shared with their 4.6M combined followers.
The collaboration between Overall Murals, Erica Chisolm, and Sony Pictures epitomized a seamless alignment of artistic vision and brand promotion. The mural campaign amplified excitement and energy surrounding "The Book of Clarence," providing Sony Pictures with captivating content to share with its extensive audience.
Overall Murals' commitment to realizing client objectives through artist collaborations helped magnify Sony Pictures' vision for the campaign and made for undeniably successful murals. The original design and strategic content capture enabled Sony Pictures to build a compelling pre-release narrative, contributing significantly to the film's release's overall anticipation.