GRANT WEBER

CREATIVE | STRATEGY | PERFORMANCE

Rust-O. For Those Who Dream Big.

When a brand like Rust-Oleum—a name synonymous with spray paint—decided to step boldly into the world of street art, they needed a partner who could help them launch with the artist community in a way that would build cultural credibility from the ground up.

The Challenge

Connect with professional mural artists, not just market to them.
Rebuild trust by overcoming Rust-Oleum’s fractured relationship with the street art community ensuring our approach felt genuine and not opportunistic.
Differentiate Rust-O from Rust-Oleum as a stand alone product and brand.

The Way In

Instead of selling to artists, we put them in the driver’s seat, letting their expertise and credibility authenticate the product.
Recruit top spray paint artists from the OG to up-and-coming talent to share the legacy Rust-Oleum has had in shaping street art’s history.

The Caps Came Off For an Exciting Product Launch

To launch the brand and the product we invited the Los Angles street art community to join us for a launch event held in Secret Walls’ Art Yard. The event was an opportunity for professional artists to try the product first-hand while our two campaign artists went head-to-head in a battle of creation.

For Those Who Dream Big Campaign

You can’t separate the artist from the art—so why separate them from the tools that define their legacy?

Their hands stain. Their vision disrupts. Their work leaves a mark, but their creativity? That leaves a legacy. Artists don’t just see the world—they flip it, twist it, reimagine it. Walls, streets, surfaces—everything’s a canvas. And every mark is rebellion, beauty, truth. Rust-Oleum has fueled this fire for decades.

Introducing Rust-O. A line of spray paint built by artists, for artists. Born from the community. Driven by the ones who dare to see differently. For Those Who Dream Big.

Lines & Legacy

For a lot of artists, their first spray was Rust-Oleum. To reinforce Rust-Oleum’s legacy in the spray community we partnered with OG muralists who started with Rust-Oleum in their hands and fire in their hearts. We gave them product the mic to tell their story, share their grind, and put their wildest visions on full display.