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Mark

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



The Story of The Victory Mural Project





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




Process Timelapse





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.




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





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.