Hoist Media kicked off New Balance's latest campaign with an epic hand-painted mural that's turning heads in Miami. Splashed across an expansive parking garage facade, this vibrant public art scales up a fresh street art aesthetic to embody the athletic brand's bold spirit.

Hoist's skilled muralists brought the design to life at a monumental scale, using meticulously applied paint to capture the striking pink lion motif and intricate skull details. Crisp linework and vivid pops of neon green against the brown backdrop ensure the mural makes a high-impact impression even from a distance.

The garage's grid-like architecture presented a unique canvas for Hoist to get creative with the artwork's layout. Cleverly angling the faces and arranging painted arrows draws the eye upward, creating a sense of dynamic movement that beckons viewers to stop and appreciate the artistry.

As an unskippable installation along a high-traffic corridor, the mural generates huge exposure for New Balance, transforming a utilitarian structure into an imaginative brand touchpoint. Hoist's knack for hand-painting edgy, unexpected concepts in urban environments helps the ad go beyond traditional marketing to drive organic buzz.

In a crowded city, this one-of-a-kind mural allows New Balance to cut through the noise and spark genuine engagement. By infusing their campaign with Hoist's authentic, art-forward approach, the brand creates a memorable experience that leaves a lasting impact on the local community and visiting photo-op seekers alike.