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I am the only graphic artist that created the entire U-Haul imaging campaign you see on the roads today - One of the most iconic and recognized brands in North America. I began creating the "Venture Across America/Canada" graphics in 1997 to 2013. I was the central core of its making. I worked directly with universities, scientists, historians, and other specialists to ensure the accuracy of each subject. I gathered all the facts, field notes, photos, selected models, arranged the photoshoots, created the concepts, conceptual drafts, designs, created the final illustrations and checked quality control for the final printing process.
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The birth of a new campaign:
When I first started creating the graphics in 1997, it was a work in progress trying to figure out the development of style and new campaign concepts. I went through many ideas including a Ripply's Believe It or Not - bizarre events concept, Off The Beaten Path of interesting places, and The Adventures of "Sammy U" - Magically taking you to new places (like the Magic School Bus). The first few graphics went through
a couple of campaign title changes including: "America's Moving Adventure", and "The Incredible Adventures of Sammy U".
The game changer was when I had a discussion with CEO, Joe Shoen about two movies that just came out in 1997: Men in Black (1997) and Contact (1997). Both of these movies gave you a different perspective about the norm, an obscure look at things around us. Joe was also a big History buff and that's when it all came into place. The "SuperGraphics" would deal with obscure subject matters less known nationally and internationally, yet played an important educational role in the local area where it was based. "Venture Across America/Canada" was born!
When I first started creating the graphics in 1997, it was a work in progress trying to figure out the development of style and new campaign concepts. I went through many ideas including a Ripply's Believe It or Not - bizarre events concept, Off The Beaten Path of interesting places, and The Adventures of "Sammy U" - Magically taking you to new places (like the Magic School Bus). The first few graphics went through
a couple of campaign title changes including: "America's Moving Adventure", and "The Incredible Adventures of Sammy U".
The game changer was when I had a discussion with CEO, Joe Shoen about two movies that just came out in 1997: Men in Black (1997) and Contact (1997). Both of these movies gave you a different perspective about the norm, an obscure look at things around us. Joe was also a big History buff and that's when it all came into place. The "SuperGraphics" would deal with obscure subject matters less known nationally and internationally, yet played an important educational role in the local area where it was based. "Venture Across America/Canada" was born!
While figuring out the development and style for the new campaign, the art format of the first few graphics went through varied changes before achieving the final result you see on the roads today. The illustration style of the graphics also has been dictated by the limitations of the printing process. The changes in the graphics are noticeable over the years as the technology of the industry has changed. In the beginning, I was only allowed to use six colors without any use of gradations. Over the years I worked directly with the facility to help them improve their printing methods that allowed me to make the graphics more complex. The graphics have always been printed as spot colors for large format silk screening until 2008. Graphic #130 - Nova Scotia, burning ship was the first graphic to be printed digitally. The rest followed suit.
The numbering system did not go into effect on the graphics until I created the seventh graphic " Michigan Mushrooms" numbered #83. Just a random starting number to make the public think there were more new graphics out there. The previous graphics I made were updated for later prints, except for the Kansas "Bee" graphic. It did not fit the obscure learning angle and was taken off the "new Graphic list.
The numbering system did not go into effect on the graphics until I created the seventh graphic " Michigan Mushrooms" numbered #83. Just a random starting number to make the public think there were more new graphics out there. The previous graphics I made were updated for later prints, except for the Kansas "Bee" graphic. It did not fit the obscure learning angle and was taken off the "new Graphic list.
Many people do not realize the extent of my research and how many hours I spent working with scientists to make sure every fact of each subject matter was accurate. I had an extensive collection of books and videos I accumulated over the years from my research. I created a library of binders for each individual graphic that had all my research and information, including contacts of scientists, specialists, universities, photos, and all the artwork details. My binder library became a storage facility of information that was accessible for use by all the members of the web team, and public relations they used to create and share marketing content.
In the Making...
Many hours of research and conceptual pencil sketches went into each U-Haul graphic before they ever made it to final production. Below is a glimpse of rare sketches and renderings that were changed or completely omitted.
My original sketches have always been more creative and fun but were compromised through a process of elimination from the managers. The end result was usually a more conservative approach.
My original sketches have always been more creative and fun but were compromised through a process of elimination from the managers. The end result was usually a more conservative approach.
#112 Connecticut
In my first drafts for the Connecticut graphic I wanted to give the appearance that the dinosaur was breaking out of the truck. He was considered too aggressive and I was asked to tone it down. After many new drafts the final result was a disappointing textbook style rendering.
In my first drafts for the Connecticut graphic I wanted to give the appearance that the dinosaur was breaking out of the truck. He was considered too aggressive and I was asked to tone it down. After many new drafts the final result was a disappointing textbook style rendering.
#132 Prince Edward Island
Prince Edward Island was challenging with its "Singing sands" theme. I decided to incorporate a singing woman made of sand in the graphic. The artwork was created by drawing one sand particle at a time to get that "stipple effect". The woman was considered sexually offensive and they asked me to replace her with children.
Prince Edward Island was challenging with its "Singing sands" theme. I decided to incorporate a singing woman made of sand in the graphic. The artwork was created by drawing one sand particle at a time to get that "stipple effect". The woman was considered sexually offensive and they asked me to replace her with children.
#130 Nova Scotia
The final rendering of the ship I presented to the board was armed with cannons along the side walls, I was asked to remove them. Even though the subject matter is a myth the ship design was based on historical research during the 1700's, It was common for most ships to have gun ports at the time.
The final rendering of the ship I presented to the board was armed with cannons along the side walls, I was asked to remove them. Even though the subject matter is a myth the ship design was based on historical research during the 1700's, It was common for most ships to have gun ports at the time.
.#125 Manitoba
It was not uncommon for me to have scientists send me live animals or plants to my office to use as reference for the graphics.
I had a live red sided garter snake sent to me for the Manitoba graphic. (It came in a box, in a drawstring bag, with a wet sponge).
I took many pictures of the snake for reference to use for the graphic. After I completed the graphic I gave the snake to my daughter for a pet. She named her "Persephone" (Greek Goddess - Queen of the underworld, Hades). My daughter loved having a pet snake - When she did her homework or played video games the snake would coil herself up in my daughters long hair.
More interesting facts...
Some concepts didn't make the cut...
Some concepts didn't make the cut...
I went on many photoshoots with interesting people, locations, animals, creatures, and made a few friends in the making. This Asian elephant made great reference for the Mastodon I created in the New York graphic.
I gained a lot of knowledge working with scientists first hand with their help, notes, research, photos, and rare artifacts. I was able to get my hands on a copy of the original blue print plans for the "Habbakuk Project" from government officials in Canada.
A couple of concept sketches to the final illustrations...
Discovery Channel - Monster Garage TV Series:
Box Truck Wrestling Ring - S2 - Episode 17
I worked on many “special projects”, including a U-Haul truck used in the Discovery Channel's "Monster Garage” TV Show. A car show that transforms regular cars into outrageous vehicles in just seven days.
Stuart Shoen, (Son of U-Haul CEO) was a big fan of the tv show. He asked me to come up with a truck graphic that would appeal to the host, Jesse James, and the Discovery production team in hopes that they would get it in the show. I created a graphic depicting a likeness of Jesse James on a custom motorcycle carrying a welding torch (Jesse James was the founder of West Coast Choppers Custom Bikes), the background of the graphic had elements from the show like the 1990 Ford mustang converted into a convertible lawn mower. A U-Haul truck wrapped with my graphic was delivered to Jesse James, it was a hit, he loved the idea. They went into production and aired February 16, 2004. The U-Haul truck was transformed into a mobile hydraulic powered wrestling ring.
Stuart Shoen, (Son of U-Haul CEO) was a big fan of the tv show. He asked me to come up with a truck graphic that would appeal to the host, Jesse James, and the Discovery production team in hopes that they would get it in the show. I created a graphic depicting a likeness of Jesse James on a custom motorcycle carrying a welding torch (Jesse James was the founder of West Coast Choppers Custom Bikes), the background of the graphic had elements from the show like the 1990 Ford mustang converted into a convertible lawn mower. A U-Haul truck wrapped with my graphic was delivered to Jesse James, it was a hit, he loved the idea. They went into production and aired February 16, 2004. The U-Haul truck was transformed into a mobile hydraulic powered wrestling ring.
From Illustrator to Author
While working directly with leading scientists on these educational illustrations, I was inspired to write my own picture books to make learning fun while helping children understand science.
Have you ever Met a Morphosis?
While working directly with leading scientists on these educational illustrations, I was inspired to write my own picture books to make learning fun while helping children understand science.
Have you ever Met a Morphosis?
Book Website: www.kingbugbooks.com/#/
