Victory Motorcycles
The Victory Mural Project
As the David to Harley-Davidson’s Goliath, Victory needed to position itself with the brash, youthful energy only they could authentically own. The solve was to roll up our sleeves to create a raw aesthetic and tone that was as strategic as it was street. And what initially started as a one-off project for a bike show backdrop, spring boarded into the look for the entire brand.
CW: Vince Van Bael
CW: Vince Van Bael
The Story of The Victory Mural Project
International Motorcycle Shows: Long Beach, CA & New York, NY
Oversized graphics. Stencil designs. Hand type. Acrylic. Spray Paint. Wheat Paste.
Artists: Austin Lane & Nathan Downey
The installations received an overwhelming positive response from clients, dealers and the public and soon were used as print placements in periodicals like Rolling Stone and Playboy. In addition, reproductions were mass produced for in-dealership displays across the country.
Process Timelapse
Cruisers
Acrylic, aerosol, paint pen, concrete, and large-format prints on plywood
Baggers
Acrylic and large-format prints on plywood
Touring Bikes
Acrylic and large-format prints on plywood
Boardwalk Launch
Classic-surf style rolls past coastal palms to create a beached-out vibe for the launch of Victory’s most laid-back cruiser yet, the Boardwalk. Acrylic, found wood, and large-format prints on plywood
Playboy + Cross Country
After an aggressive and successful partnership with Playboy, this placement features 2012 Playmate of the Year, Raquel Pomplun,straddling the powerhouse of Victory's lineup: the Cross Country.
Acrylic and large-format prints on plywood
Gallery Pop-Up
To launch the campaign, we created a pop-up gallery in a key market, featuring the physical art pieces and the motorcycles themselves, highlighting the successful collision of fine art, motorcycle culture and advertising.
Bert's Mega Mall: World's Largest Power Sports Showroom
Custom In-Dealership Display. Oversized graphics. Stencil designs. Hand type. Acrylic. Wheat Paste.Artists: Austin Lane & Nathan Downey
Print & In-Dealership Displays
The installations received an overwhelming positive response from clients, dealers and the public and soon were used as print placements in periodicals like Rolling Stone and Playboy.In addition, reproductions were mass produced for in-dealership displays across the country.
