We combined the appeal of urban art, outdoor and social media to create a new artistic medium that would excite the creative community.We packed a street artist (‘The Creative’), a new media artist (‘The Geek’), an HP TouchSmart laptop and a projector into the back of a 4x4 and set out to create ‘live urban art’ projections.

We designed software that allowed us to use our TouchSmart laptop as a brush and the light of the projector as our paint. For a month we painted walls, boats, trucks and diggers and let the public have a go themselves.

We invited some of the regions creative heads along with us, filmed the whole piece and created a video, seeding it up on the web.

Finally, we got some of the region’s leading bloggers to endorse our initiative and test the creative credentials of our creation with a wider public audience.

Within two weeks of release our project became the most tweeted subject in the UAE and the video generated over 150,000 views online.A minimal investment of only $10,000 generated over $200,000 in media value.

We got invited by the geeks themselves to perform at their very own “Geekfest” in Dubai (that was sponsored by Lenovo).