Halo hand painted Art with Microsoft, Universal McCann and Westfield
Working with Microsoft and Westfield, CURB hand painted three 50ft photo-realistic murals above the entrance to Europe's busiest and largest shopping centre for the launch of Halo in September 2010. A first for the UK and in shopping centre's globally, these epic artworks were hand painted simultaneously in front of millions of consumers in less than 8 working days, bringing traditional sign painting into a whole new modern world.
The campaign surpassed all expectations, with the end result amazing thousands of shoppers who looked up in awe and dis-belief to film the artists live in action. As the first large scale hand painted artworks created live within a high footfall retail setting, the whole installation required extensive planning and management by the CURB team. With the pieces complete and not a single drop of paint spilled or brush stroke out of place, the end result was a near perfect re-creation of the digitally created artwork from Xbox and Bungie. The installation marks a shift back to sign painting of old and demonstrates the mushrooming value of fusing art within advertising. The theatre of it's creation had thousands of consumers who had seen the master piece being created day by day, photographing and filming the installation with tens of thousands of uploaded pictures and comments on social networks all over the world.
The filmed assets of the murals creation and a behind the scenes look generated tens of thousands of views and hundreds of comments on youtube. Microsoft were also able to preview and display the videos on their Xbox live platform exposing the installation to millions of gamers. We are proud to not only introduce photo-realistic hand painted art into the UK/European market place but to be part of what has become the most commercially successful video game launch in history. If you would like your brand, creative, photography replicated by hand at an epic scale at one of our partner shopping centre's (or anywhere else) in Europe please email us at byhand@curbmedia.com
Click here to see our behind the scenes video.
For the launch of Halo Reach we will looking for an out of home media moment and statement that was impactful, innovative, epic in scale and reflected the skill and devotion that is putting into creating Halo Reach game on Xbox 360. Curb totally delivered on this brief by delivering the hand painted murals on the outside of Westfield which was a fantastic media first that enabled to not only have an impactful media location but create a great PR opportunity for launch. The team were great to work with and we look forward to exploring new ideas with them in the future.
James Houlton
Group Software Marketing Manager
