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By Julia Rothman and Shaina Feinberg
Sept. 29, 2022, 7:00 a.m. ET
ImageAdvertisers rely heavily on digital marketing. But recently, in keeping with Candice Simons, the owner of a Detroit-based agency, some have turned to a more radical technique to succeed in their customers: commissioning hand-painted billboards.“You may’t close outdoor promoting. You’re either standing in front of it or driving by it. You may’t say, ‘OK, click, I don’t need to see you anymore.’”“We saw a rise in digital promoting for a very long time. It’s still popular, but it surely’s not increasing on the trajectory that it had been.”“It’s due to the digital fatigue that we’ve been experiencing with the pandemic.”“Hand-painted murals stand out greater than some other types of promoting. Over the past five years — and particularly the last two — they’ve made an enormous comeback.”“There’s a buzz that happens in the course of the means of making hand-painted murals. People get out of their cars to look at the artist making it. They take photos and post on their social media. Which is great for the brand.”“We all the time hire local artists. Now we have in-house painters in Detroit and Brooklyn. Many of the artists we work with do their very own personal art, too. Doing the work for us supports their art.”“I really like when the brands count on the artist to do what they do best and work in their very own style. That’s really what I feel makes magic. That way, the brand gets something different from what they’d normally do, but it surely’s still an interpretation of the brand in a fun way.”“Hand-paints can cost anywhere from $8,000 to $75,000 and up. There’s some partitions in Los Angeles or Recent York where you could possibly go as much as $100,000. Quite a lot of the fee is in regards to the equipment. If you happen to’re working directly with an artist to create something for a brand, that can also be a hefty cost.”“We just did a extremely cool hand-paint for Eminem — you already know Eminem is from Detroit. The artists who did it were so excited, they wanted it to be absolutely perfect. They were there for days after it was finished doing touch-ups.” “It’s fun to see the artists get so excited and engaged. They take pride in it. They’ll have friends come out with a drone and film it.”