The shoe brand hired street artists skilled in experiential marketing to deliver its message.
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Mural by Ruben Rojas (left) in Los Angeles for Toms
Ruben Rojas isn't only Beautify's creative director, he's also an accomplished street artist himself. When locally based shoe brand Toms committed $5 million to a campaign to end gun violence, they not only came to Beautify to design and deliver a mural outside Rustic Canyon restaurant on Wilshire Boulevard, they tapped Ruben himself, among several other other muralists across the country, from L.A. to Texas to Washington, D.C. to paint more than a dozen murals.
Our online platform removes the friction from the process, making it easy for brands like Toms to find and work with professional street artists. As both a muralist and a software product manager, I founded Beautify to connect people who want great art with the professional artists who create it.
Each mural is done in the signature style of the artist—Ruben's' "love" script and colors infuse many of his paintings as well as his own line of apparel— yet each is based on the same image: a hand holding up two fingers for peace, and the hashtag #endgunviolencetogether used to identify photos on Instagram and other social media.
"Together we can stand for change and make a difference," Ruben wrote of Toms' campaign on his Instagram page. "Don’t judge or downplay the impact you create toward a better tomorrow." Ruben's piece is dedicated to Daniel Manrique, who was killed in a 2018 nightclub mass shooting in nearby Thousand Oaks.
I think Toms was courageous to fight for the desired outcome that all of us want: End gun violence. Together.
Evan Meyer is a co-founder and the CEO of Beautify.