Danielle Yuthas, vice president of marketing at SpeedPro, delves into five experiential graphics projects that have the wow-factor in her eyes
I believe in trusting creative instincts and enjoys unearthing the creative spark within projects our company is privileged to produce that inspire and drive us to push the work even further. At SpeedPro, we specialise in large format graphics and see all kinds of creative marketing applications all of the time. We produce graphics for SXSW, major convention centres, retail brands - you name it. As we say, we print anything you can imagine - and some things you haven’t yet imagined. There is stiff competition to make our A-list of eye-catching graphics work, and these brands are worthy. Most of them are experiential out-of-home activations because that is our favourite medium. Our number one criterion is an attention-grabbing wow factor. These are the projects that make it into Adweek, top the BizBash lists, turn heads and win nods or accolades, proving that the power of Great Big Graphics in not just the work, but everyday life. The graphics works selected below are just a few of the many projects that have caught my eye and inspired me...
The Empire State Building x Netflix - 'Stranger Things: The Upside Down'
Agency: Giant Spoon
Production: Upside Down Pictures
Post: Netflix VX
Netflix transformed the Empire State Building into a dark and terrifying portal to the world of The Upside Down from the hit series 'Stranger Things'. It was the Empire State Building’s first immersive show using light, sound and projection in an impressive display of custom animations and graphics to mark the return of the show’s fourth season. Leveraging a national landmark as out-of-home advertising was a very creative application. This is the type of out-of-the-box thinking that makes a high impact splash.
Nike Japan - 'Nike 3D Air Max Billboard'
Agency: In-house at Nike x CEKAI
Ahead of Nike’s international celebration among sneaker-heads, the company upped the ante for Japanese fans in honour of Air Max Day. In a wow factor anamorphic display of 3D graphics, the company’s creative team paid homage to the iconic Nike shoe with a dynamic display that utilised its emblematic orange Nike box revealing an original Air Max and several variations. Anamorphic ads are the future of out-of-home advertising and Nike is a clear industry leader in this space. This project certainly stands out as one of the best 3D illusions seen on a billboard platform yet. The marketing objective is innovative, clear, bold and cutting-edge.
Cheetos - 'Cheetos Hands-Free House'
Agency: Goodby Silverstein & Partners
Production: Biscuit Filmworks
Director: Aaron Stoller
Post: Co3 x Parliament
Sound: Assemble Sound
The orange dust that sticks to your fingers when you eat Cheetos, which has been coined 'Cheetle', was more than welcomed in the 'Cheetos Hands-Free House' at SXSW this year. The brand insinuates that Cheetle could be the motivation behind its tech-driven world of robot vacuums, automated doors or even self-driving cars. The cheetah house was fully loaded with smudge-free remotes, voice-activated appliances and hands-free vending machines. The event also included Cheeto mozzarella sticks amongst other Cheeto-inspired cuisine, and even evolved into a dance party in Chester’s living room. To spin residue from eating chips into a conspiracy theory of why our world is the way it is today is brilliant. At SpeedPro, we love to think big and this definitely a prime example. Plus, Chester is a cool cat, who wouldn’t want to party with him at SXSW!?
Slack - 'The Slack Digital HQ Experience'
Agency: Sparks Marketing Agency
Communication software company Slack created a real-life version of its product with an outdoor lounge during SXSW. The pop-up experience offered WiFi in a work-from-anywhere lounge, a photo station for a new profile pic and plenty of opportunity to hangout, work, collaborate and have fun - which Slack is promoting as the future of work. At SpeedPro, we specialise in experiential marketing and we are always looking to find new creative applications. Slack not only created an immersive experience, but it also highlighted the value of what the product provides by recreating it in real life and offering an opportunity for guests to interact inside of it. Definitely a memorable brand impression!
Production: Running Subway NY
Graphics Print & Production: SpeedPro
RiseNY launched this year and - via captivating bold graphics and a 180-degree, 40-foot projection dome playing 8K aerial footage - makes you feel like you’re soaring over and through New York City. The experiential marketing exhibit connects visitors to many of New York’s most favourite sites and moments across the history of Broadway, fashion, movies, TV, radio and music - even NYC’s notable finance history. The exhibit culminates in an immersive ride experience where visitors soar through the boroughs of NYC. SpeedPro partnered with AdvanceXpo and RiseNY on their exhibit displays, graphics and custom wall murals and wall paper to create pop-culture icons for exhibits including The Beatles, 'Friends', 'Sex and the City', the history of New Year’s Eve, and more. RiseNY has been a wonderful account to work with, and we selected this project as our favourite because it allows us to create a fully immersive experience via mesmerising graphics and provides great photo opportunities for visitors all over the world, which are in high demand. We had the incredible opportunity to use many of our capabilities in printing, cutting, finishing and installation all in one project with this work.