Holi Art Campaign with Free Fire
- Location: Mumbai
- Year: 2021
Garena, a Singapore-based company, launched Free Fire, one of the most popular first player action mobile games, and it has more than a million downloads alone on Android. Paint The Town was conceptualized as a Holi Art Campaign. The Free Fire characters would be seen having fun all throughout Mumbai. The effort was to excite fans nationwide by bringing their heroes into the real world onto the walls where they pass by everyday.
Preparations For The Holi Art Campaign
The preparations started in February with us having assigned Ameya from our team to scout locations. Simultaneously, Afzan and Krypt One started working on drafts for what would actually go up on the wall. A few weeks of recce and some rounds of to and fro on the artwork later, we were ready. Replacing the guns with the pichkaris changed the vibe of the characters completely.
The first mural that was painted was on the Vile Parle wall opposite the Western Expressway highway in 4 days flat. Popular characters Hayato, Andrew and Kelly graced this wall in animated poses.
Wicked Broz also had some of the best Bboys pull some moves for the final reveal including three time Red Bull BC One India champion Bboy Flying Machine.
Few days later, we were at it again. The murals had to be completed a week before Holi to give the team time to edit the final video as well.
The next location was in Powai and the characters were Maxim and Kelly Awakened. Incidentally, before Kelly died in the game, Maxim had a big crush on her. True love immortalized?
The challenge here was not really the height of the twin towers to be painted but the wires that hung around them. Blocking our path to use a simple boom crane. What would have taken 4 days would now have to be pushed to 10 days with a dangerous metal scaffold that took the artists 7 stories up. With all safety precautions in place, we painted the characters same to same even on this large surface thanks to the famous doodle grid technique.
To this day, these murals stand and are often picked up by city photographers looking for amazing things to catch on camera.
Free Fire launched the final video on the day of Holi sending fans into a tizzy.
Full credits to the patience of Afzan and Dheeraj and the team of Rohma, Himesh who toiled with them to pull this off in the tight timelines leaving the Free Fire fans all smiles.
Check out the final video of the campaign here below.
If this is something that excites your brand and you are looking for innovative ways to surprise your fans, get in touch with us on the form below. Happy to consult on how to put the best foot forward.
Also, let’s remember, that no two campaigns will ever be the same but we can always take inspiration from others. Check out our other art campaigns here if you are still searching for more ideas.
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