We embarked on an exciting project where we transformed an 800-square-foot wallscape at Pike Place in Seattle into a captivating spectacle for Ore-Ida, a product of The Kraft Heinz Company. The client approached us with a bold vision: a mural that would reveal hidden text when exposed to rainwater. This presented a challenge as we had never worked with rain-activated paint before. Plus, this was a project that had never been done before! Our dedicated team embraced the novelty and worked tirelessly researching and developing the concept and bringing it to life. 

Our journey started with researching various paint manufacturers, ultimately settling on a foreign hyrdro-paint for its transformative properties when exposed to water. Given the paint’s printing origins rather than paint, its proper application proved to be our first hurdle to ensure the test area amount we experimented with could scale up to a 40-foot-tall mural. We meticulously considered factors like surface texture, application method, and sun exposure for consistent results. 

Testing became paramount for this unique mural. We explored various application methods and layering techniques to optimize the paint's reaction to water. We discovered the ideal number of coats and drying time through trial and error, ensuring the mural's transformation upon exposure and its return to its original state when dry. 

Careful planning was required due to the additional step of creating a hidden and revealed effect of Oreida’s creative copy. We began by painting the elements that would be visible when the mural was wet. We then applied the hydro-paint across the entire mural. This step had to be executed with precision to ensure an even coat, as any imperfections could affect the final outcome. Then, we painted any elements of the mural that would remain visible, whether wet or dry. 

By following these steps, we achieved a never-before-seen advertising mural, all captured on camera. Our team seamlessly transformed the creative with water exposure, creating a dynamic and engaging visual experience. What transpired exceeded even our wildest expectations. 

Through meticulous planning, innovative techniques, and unwavering commitment to quality, we not only met Ore Ida's expectations but surpassed them, delivering a final product that seamlessly blended artistry and technology. 

The mural not only conveyed Ore Ida's message that their fries are as reliably crispy as the rain in Seattle but also engaged over 436,000 viewers in the city's busiest area on a deeper level, inviting them to become active participants in an artistic and mesmerizing experience. This positive impact on the audience is a testament to the success of our project.