Oskar illustration Expands to the Outdoors – Here’s Why
Illustration and animation studio Oskar illustration is now five years young, and by way of making this important milestone, they have announced their newest offering - Oi! Outdoors.
Oi!’s founder Oli Roberts and project director Sarah Walker-Sage say: “We are a small enterprising team with long since aspirations and ambitions to explore life and art beyond just the screen. We believe art must have a purpose and do something for people – be that bring them joy, make them laugh, think, or even cry.”
Naturally, Sarah and Oli share a wealth of experience between the two of them, having numerous high-profile marketing campaigns and productions behind their backs, and are more than excited to join forces with a talented roster of artists and “positively enhance indoor and outdoor spaces across the land.”
This comes at a time when outdoor advertising is booming, and brands are seeking alternative ways to establish genuine connection, beyond just ‘brand awareness’. This is why both Sarah and Oli believe that clients will appreciate the new offering and the opportunities it will bring for their businesses, in particular how “their audiences will interact with the creative in the real world.”
Whether brands need end-to-end service from design to production, or simply someone to scale up their work into a bigger space, Oi! has experienced artists, production and installation folk ready to go, to get your work where it needs to be. Apartment complexes, hotels, retail spaces, offices, and restaurants to large-scale external sites – you name it, the Oi! team can handle it.
Today, Sarah and Oli talk to LBB’s Zoe Antonov to tell her more about this new offering and where Oi! is headed in the future.
LBB> Why do you believe more brands are investing in OOH advertising, and are you of the opinion that it harbours a more authentic relationship between the brand and the person?
Sarah & Oli> We believe brands are considering investing more in OOH mural advertising in part due to the increase in both screen fatigue and digital advertising fatigue. Audiences are feeling overwhelmed by the volume of brand messages, leading to reduced engagement and negative perception. Whether we care to admit it or not, we’ve reached a saturation point.
The industry has come a long way since the early days of stonemasons etching shop signs and whilst we love most of what technology has to offer us, we’d be lying if we didn’t long for simpler times.
We believe outdoor advertising can be an incredibly effective and memorable way to reach audiences and create a sense of trust. We’re in awe of the skill and effort it takes to create outdoor art and want to be part of its bright future.
LBB> To add to that, how do you think outdoor advertising in the shape of street art changes the concept? What does the artistic element add as value to a campaign?
Sarah & Oli> Art can completely change the aesthetic of an area, connecting with the lives and culture of people, and creating a sense of purpose, interest, and heart in a community.
There are various reasons why the concept might need to be adapted:
Creating art at the whim of the elements can present challenges, sometimes resulting in live tweaks to the artwork. The scale and location of the site might mean you have a bigger space to play with (than say a standard media placement). The creative may also need to work harder for the audience to be able to understand it in one take.
We believe that providing audiences with the chance to see the creative craftsmanship and technical expertise involved can add value in a way an equivalent digital campaign couldn’t do.
LBB> And does it always have to be a campaign? How can brands utilise this space, even if they don't have a particular campaign that can fit well with the format?
Sarah & Oli> It doesn’t always need to be a big idea or part of a 360° marketing campaign. It could just be that a client has a desire to create a brand piece – a beautiful visual, a creative interpretation of their brand assets, or even a topical/reactive message to their audiences.
They may have an idea that lends itself to being seen at scale. They may want to create a buzz around a key demographic or event. It may be a collaboration announcement - the sky is quite literally the limit!
LBB> What are some predicted challenges when it comes to outdoor art?
Sarah & Oli> Surface - is the surface suitable to produce work onto, non-porous, does it need priming etc?
Paint selection - what paint material will work, and how long does it need to stay for?
Access - dependent on size of the wall and the floor space to dictate what equipment to use – scaffold towers, ladders, scissor lift.
Method - for getting the sketch/guide lines up.
Insurances - public liability and personal indemnity.
Consent - Be that from landlords, local governing bodies or councils.
LBB> Do you have a roster of talent that specifically does street art that will be part of Oi! Outdoors, or do you also work with freelance talent? Why?
Sarah & Oli> We have several different options available to us.
Firstly the option to scale up Oi! artist work for use outdoors (or indoors), alternatively our roster of experienced and highly skilled artists can replicate existing client campaign artwork at any size and most surfaces.
LBB> What does Oi! Outdoors' future look like? What are the most exciting things on the horizon?
Sarah & Oli> We've been approached with outdoor briefs in the past but haven't had the capabilities to make it happen in-house. That's all changed with Oi! Outdoors.
We’re most excited about those briefs with a sense of purpose, that can make a difference, and, in the short or long term become part of a community.
We can’t wait for our artists to be able to experience audiences engaging with their artwork in real time in the real world and share creative ideas and opportunities with our clients.
We believe there is beauty, intrigue, and extra soul poured into art that is hand-painted in a space and only there for a moment in time, and are so pleased to be able to offer this old-school service in a new way.
