Get Your “Game” On

I have to admit I’m sports neutral. I really don’t follow any particular team or sport. I won’t watch football/soccer/baseball/tennis/curling/add-in-your-own-sport-here on television. I’ve gone to a couple of baseball games but that’s about it.

This year, however, I actually found myself watching the Super Bowl—maybe because there really wasn’t anything else on at the time. But why was I watching? For the commercials. We probably all have our favorites, but it always amazes me at the sheer creativity you can see in these high-profile spots.

I have to admit that it was great to see a little of the “behind the scenes” for the Bud Light “Light House” commercial—and how wide-format digital technology was used in the creation of the commercial. SkinzWraps, headquartered in Dallas, TX, with offices in NYC, LA, Florida, and Rome, Italy, wrapped the exterior and part of the interior of the Bud Light “Light House”. SkinzWraps printed and installed Avery MPI 1005 Easy Apply RS with DOL 1360 Gloss to cover the exterior of the Los Angeles home as well many beer can molds that were used to decorate the interior of the house. More than 14,000 Bud Light cans were used in the construction of the house and 2,000 sqft of Avery MPI 1005 Easy Apply RS with DOL 1360 was printed and installed for the project.

Photos and video of the construction of the house are available at

But what this goes to prove, though, is the creativity of the business owners in this industry. I was just at the FastSigns annual convention in Austin, TX, and I met so many interesting and creative people. I think that’s one of the best perks of my job—getting out and talking to the owners and presidents of print companies, finding out how they started in the business and why they do what they do every day.

The creativity and entrepreneurial spirit of this industry continues to drive it forward. It makes the manufacturers work harder to produce new and better products—that PSPs can use to grow their businesses. It fosters a healthy sense of competition between shops—to see who is doing it better, faster, bigger—but not necessarily for less money.

Moving through 2010, I expect to see greater and grander and bigger projects. I expect to see on-demand digital technology integrating more and more with huge print and outdoor advertising campaigns. I expect to see business owners pushing the limits of what today’s technology can do—and helping to build tomorrow’s.

Have something to brag or boast about? Let me know! Drop me an email at I want to hear all about it!