‘UNFROSTED‘ Schmears Lavishly to Painted Walls
by Amber Larkins, OOH Today
Two hand-painted murals in Brooklyn and Hollywood feature 3D props with gigantic “chunks of pop tart” and “jam” that appear to leap off the wall.
The hand paints are part of a campaign announcing a Netflix movie called “Unfrosted.” The 3D buildout of the oozing, sticky, delicious filling inside of the Pop Tart perfectly complemented the show’s content. Netflix and Midnight Oil asked Overall Murals to bring the idea to life.
“Unfrosted,” directed by Jerry Seinfeld and featuring a star-studded cast including Melissa McCarthy, Jim Gaffigan, and Amy Schumer, is a comedy about the invention of the PopTart. Set in the 1960s, the show aims to transport viewers on a humorous and nostalgic journey.
Overall Murals said the murals amassed over 1.1 million impressions across their Hollywood, Los Angeles, and Bushwick, Brooklyn wallscapes.
“Handpainted advertisements alone are a strong medium, but the addition of 3D embellishments provides an extra layer of visual depth, emotion, and immersive experience,” Anna Golden-Dukes, Creative Director at Overall Murals said.
The strategic placements maximized visibility and facilitated organic sharing on social media platforms, amplifying campaign reach and generating excitement ahead of the film’s May 3rd release.
The collaboration with PopTart on Instagram led to an even greater response for the buildout when they created a co-posted video, showcasing the mural to a wider audience and boosting engagement and visibility.
Overall Murals receives requests for buildouts a few times a year, but moreso in the last year.
“This trend presents exciting opportunities for us to push the boundaries of our work and showcase our unique capabilities through our Paint Lab services,” Golden-Dukes said.
Overall Murals used a trompe l’oeil effect to make the Pop Tart appear to leap off the wall. Artists painted the surrounding wall back to brick so that the Pop Tart would stand out more. The 3D buildout foam core with hard resin, was painted and mounted on the wall to emulate the gooey and crumbly texture of an actual PopTart.
Installed by Midnight Oil and the Overall Murals team, the blend of a trompe l’oeil mural and a 3D build-out effectively utilized the nostalgic charm of the Pop-Tart brand to generate buzz and boost viewership for the film’s release on May 3rd.
“We are constantly looking for opportunities to incorporate innovative designs and unconventional techniques to elevate the mural advertising experience for our client’s target audience. We urge our clients to bring their most creative ideas, and our Paint Lab and highly skilled production team work tirelessly to bring these concepts to life,” Golden-Dukes said.
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