tia maria matcha guerilla activation

For Tia Maria Matcha, Roy Valk, also known as Karski, created a colourful mural at the NDSM wharf in Amsterdam. The mural became part of the setting for the brand’s video shoot. A guerrilla activation that brought together art, product and location.

The mural reflected the visual identity of Tia Maria Matcha and provided the backdrop for the product presentation and filming.

The NDSM wharf gave the campaign a recognisable street art setting. Both the painting and filming took place out on the street, where passers-by could watch the work take shape.

This project shows how a mural can be used as part of a guerrilla activation. The painting process, the shoot on location and the finished artwork offer different moments to capture and turn into campaign content.

The behind-the-scenes video shows how the mural and filming came together. A painting in one location can then play a role in content shared across the brand’s other channels.

Want to go viral with your brand activation? Make it stand out. Guerilla, murals, painting, street art. We will make it work.