Jai Alai
CLIENT
Jai Alai
MARKET
Nashville
PARTNERs
COLOSSAL STUDIOS
Billups
When Jai Alai approached us for an artist-led awareness campaign for the best beer you probably can’t pronounce, we replied with an enthusiastic jell yes.
Our goal was to find an artist to create a moment of inspiration for adults in Nashville and the extended online community, highlight their crisp branding, and communicate the playful conviviality of the Jai Alai product. We introduced them to Eugenia Mello, who achieved all this and more in her beautiful artwork.
MEET THE ARTIST
Eugenia Mello
Eugenia Mello is a Brooklyn based award-winning illustrator, art director, and author from Buenos Aires, Argentina. She draws inspiration from the sounds and textures of her childhood travels throughout Latin America. Her illustrations, infused with motion and music, burst forth with vibrant colors and dynamic compositions, radiating vitality and joy.
Learn more about Eugenia on her website.
“The mural project for Jai Alai was such a fun and creatively freeing process, allowing me to really go with the flow, much like the beverage itself. I wanted to capture an energizing feeling, something light and joyful; so most of the illustration naturally flows out of the Jai Alai can towards the top section of the mural. The idea was to let the mural breathe and convey that sense of lightness and joy, colors are moving across the wall: the characters, mid-dance are woven together by the contents of the can, like a good song brings us together. ”
The project was a delight at every step of the process, and that joy is evident in the resulting composition which shows community and vibrancy bursting from the Jai Alai can. When the vibe is this good, we can only hope to order a second round. Cheers, and enjoy!
