CASE STUDY

Los Cabos Surfboard with Winner Coco Ho in Los Cabos Open of Surfing 2014CASE STUDY:  Los Cabos Open of Surf #CaboSurfSelfie Campaign Los Cabos Surfboard Promotion for Tourism Board by Drew Brophy May 2014

When:  May/June 2014

Client:  CIIC Agency for Los Cabos Tourism Board (Mexico)

Mission:  Drew Brophy to design and paint a “Los Cabos Surf” branded surfboard as fine art, for the promotion of the 2nd annual Los Cabos Open of Surf tournament event.  The Los Cabos Tourism Board and its AOR Carolyn Izzo Integrated Communications (CIIC) took it to the streets in three key US feeder markets.

SCOPE OF WORK:  Strategize and paint a visual of the lifestyle of surf and leisure in Los Cabos, with the finished product “fine art ready” for the winner of the women’s Los Cabos Surfing contest to take home.

The Los Cabos surfboard traveled throughout California, New York and Mexico City.  CIIC street teams invited people to take a selfie with the board and post it on Instagram, Facebook, or Twitter with the hashtag #CaboSurfSelfie. Those with public profiles were entered to win a trip to Los Cabos.

RESULTS:   25,000 to 30,000 people attended the tournament, up 30% compared 2013!

The contest drew more than 200 entries.  Between May 10 and June 17 the campaign drove more than 1 million impressions on the board of tourism’s Facebook page (with a reach of nearly 500,000 unique users); more than 431,500 Twitter impressions (with a reach of more than 255,000 unique users); and more than 2,000 Instagram likes.

Two earned stories ran – segments on WABC-TV in California and on Unvision’s Despierta San Diego. The board also appeared several times in crowd shots on Good Morning America on May 27.

Mission Accomplished.

MORE DETAILS:  For a detailed press release about this campaign, please read: Tourism board says it’s surf’s up in Cabo

To see examples of other branded surfboard paintings, check out:  http://drewbrophy.com/custom-art-board-examples/

Drew Brophy painting the Los Cabos Open of Surfing Surfboard

Drew Brophy painting the Los Cabos Open of Surfing Surfboard

Drew Brophy sketching the art onto the surfboard

Drew Brophy sketching the art onto the surfboard

Keen Green Graffiti Logo Hamburg by Drew

It’s exciting.  I can see it in my head, and I can’t finish it fast enough….It’s a simple process of positive and negative space. ”  Drew Brophy

http://greengraffiti.com/blog/drew-brophys-german-tour

CASE STUDY:  World’s largest freehand GreenGraffiti (reverse graffiti) mural at Globetrotter in Hamburg

When:  June 2014

Client:  Keen Europe / GreenGraffiti

Mission:  Create an organic, “green” artistic mural in front of Keen’s largest retailer in Hamburg, Germany.  Illustrate Keen Footwear’s slogan of “follow your feet” and inspire others to get outdoors!

SCOPE OF WORK:  Strategize and draw a visual of Keen’s “Follow your Feet” campaign.  Design the art for stencils and then apply the mural in freehand fashion, while onlookers enjoy watching.   Cover 100 square meters of sidewalk with the mural.

RESULTS:  Onlookers and media enjoyed watching the mural come to life.  Keen was able to get their message out in a green manner.  Globetrotter was extremely pleased, as their foot traffic increased, and the city of Hamburg received a “green” mural to enjoy for the month.   Mission Accomplished.

VIDEO:  This short video shows the process and tells the story:  Keen GreenGraffiti and Drew Brophy in Hamburg.

Read GreenGraffiti’s article about the project here:  http://greengraffiti.com/blog/drew-br…

(GreenGraffiti is known for their “Green Advertising.” Working with some of the most popular global brands, GreenGraffiti has turned advertising into art.)

*REVERSE GRAFFITI is also known as clean tagging, dust tagging, grime writing. GreenGraffiti or “clean advertising” is a method of creating temporary or semi-permanent images on walls or other surfaces by removing dirt from a surface using giant power washers and stencils.

Drew Brophy and the WD Fan Night Mural Painting CES2014“It’s important for me to be able to interact with every single person at an event.  I want them to leave feeling happy and with a lasting memory of what a great time they had.”  Drew Brophy

CASE STUDY:  Western Digital CES 2014 Fan Night Event

WHEN:  January 2014

CLIENT:  Western Digital (WD)

Mission:  Help make WD Fan Night event during CES2014 Las Vegas a memorable evening for WD’s special guests.

SCOPE OF PROJECT:

MURAL for Display:  Design, create and paint a Mural sized 10′ x 6′  (painted over 5 custom-made canvas pieces for ease of transport)

GIVEAWAY PROMOTIONAL ITEMS:  Drew Brophy Design was provided for WD t-shirts and posters to give away to guests at event

GIVEAWAY BIG TICKET ITEMS:  Strategiclaly design and then hand paint five (5) fine art pieces on skateboard decks.    The art design on the decks represented each of WD’s five hard drive products.   The decks were given away to five lucky winners at the event.

LIVE POSTER SIGNING:  Drew attended the event alongside other celebrities present, signed posters and presented the skate decks to each winner.

RESULTS:  WD Fan Night was a memorable event; dozens of guests took their photos in front of the mural and every guest happily took home a piece of art (poster) to always remind them of the evening.  WD was extremely pleased with the ease of the logistics to pull this off, and with the final outcome.

Mission Accomplished!

DETAILS:  Mural Artwork:  WD wanted a surf painting in Drew’s traditional style, with symbolism that was relevant to their products, which is hard drives.  Hard drives hold things that you want to keep forever.

Drew says of his design for the mural, “When I think of things that last forever, I think of ancient times and things that were made in stone.  In a way, hard drives hold information that is saved and passed down.  All of my art is saved on hard drives; it’s like my safety deposit box.  The art will be passed down to my son, and his kids as well.  So in this painting, the character is carving a WD in stone.”

Skateboard Deck Paintings: Drew created five paintings, meant to represent the features of each of WD’s hard drives; the explanation can be found in the name of the painting – see below:

Gamers BLACK painting on Skateboard (c) Drew Brophy GENIE in the Bottle RED painting on Skateboard (C) Drew Brophy Everyday BLUE painting on Skateboard (c) Drew Brophy Surveillance PURPLE painting on Skateboard (c) Drew Brophy Photographers GREEN painting (c) Skateboard by Drew Brophy

 

 

 

 

 

 

 

 

 

Here’s the video of the painting of the mural.  Photo and video credit to Scott Smallin, video editing by Don Perry, music by Brian ILL:  http://www.youtube.com/watch?v=GmgbsE_3P10&feature=share&list=UU5G4tVJHYkrSpTsA2tR-qeg

 

Dreamforce painting by Drew Brophy Progess Software San FranciscoCASE STUDY:  Illustrate Progress Software’s new product, Easyl, in a live painting at Dreamforce in San Francisco.

WHEN:  October 2013

CLIENT:  Progress Software

MISSION:  Showcase the new software product, Easyl, and increase interaction with new prospects during Dreamforce 2013 by creating a memorable, stand-out presentation in their booth.

SCOPE OF WORK:  Research, design and create an 8’ x 15’ canvas mural to be painted live, during the first three days of Dreamforce. The painting was designed to cleverly illustrate the complicated workings of the Easyl software.

(Easyl unites your data and dramatically simplifies the process)

Painting the mural live during the show added vibrance and energy to a booth where all the other booths in the show looked alike. The live painting generated energy that drew people in, to get a closer look, and Progress Sales staff could then engage the customers more easily.

RESULTS:  Progress Software booth traffic increased significantly from the previous year.  They stood out amongst their
competitors at the show, and a photo of their mural was featured in “50 photos of Dreamforce 2013” on the Dreamforce website.   Mission Accomplished!

 

Day 1 Progress of Mural Painting

Day 1 Progress of Mural Painting

IMG_2697

Canvas panels prepped,sketched on and ready to go to Dreamforce!

DAILY MURAL PROGRESS

DAY 1:
My main goal was to get one third of it painted. I focused first on the Progress Sofware and Easyl logos for quick brand recognition as I worked on the rest.

This mural has 3 major components to it; the illustration of Quick access to your Data, Data Direct and Easyl, the magic bringing it all together.

I used Uni Posca Paint Pens on the entire painting!  They are non-messy, have no smell, and dry quickly.

The crowds response to the mural was extremely positive. We heard a lot of people say “this is the most creative booth we’ve seen here!”

PROGRESS UPDATE, DAY 2:
My goal was to get the next 30% painted and to give it vibrant energy.  And I did that.  The response of attendees has been phenomenal – so many people coming by the booth to see it!

I’ve been painting it with Posca Paint Pens, which seems like a tedious medium for a huge surface, but it’s allowing me to keep the colors vibrant and to get the detail and color blending that I want.

PROGRESS DAY 3:  First, I made it my plan to get rid of all the remaining white.  Then, add in all the little bells and whistles that make a painting go from good to great; like the highlights, shadows.   We encouraged people to get their picture taken in front of it.  It was a great photo opportunity!

Progress Software Mural by Drew Brophy Jan 2014 Data GURU Low RES

DATA GURU PAINTING – All finished!

 

Putting the canvas in this box I custom made

Putting the canvas in this box I custom made

Togos Summer Campaign with Drew Brophy ArtCASE STUDY:  Togo’s Restaurant Summer Surf Art Tour Campaign

WHEN:  Summer 2006

CLIENT:  Senareider Agency for Togo’s

MISSION:  To create public awareness of Togo’s Southern California surfing roots!

Togo’s has approximately 300 restaurants in the Western states.  Founded by two surfers from Southern California, Togo’s and their marketing agency, SenaReider, devised a campaign that celebrated their roots and at the same time, promoted their new Bocana Beef Sandwich.

SCOPE OF WORK:  Provide artwork for the campaign.  Two VW vans were wrapped with Drew Brophy Surf Art designs and outfitted with a traveling art exhibit of Brophy­ custom-painted surfboards. Surfers drove the vans up and down the Southern California coast, attending festivals and beach events, giving out samples of Bocana Beef sandwiches and coupons to track the results.

RESULTS:  Mission Accomplished!