Mark Riedy makes us want to hug a Moen plumber
As esteemed reference site DaysOfTheYear.com will readily confirm, National Hug a Plumber Day is definitely a thing. And, as Moen client Mike Satira will confirm, there are plenty of reasons to give these heroes a friendly squeeze.
And so Moen set out to create a “heroic and ownable poster for the occasion,” as Mike put it. “Something that professional plumbers could rally behind and feel empowered.”
The team’s selected approach: Emblazon this poster with a portrait of a plumber. But not just any plumber – The Plumber, the Platonic Ideal, the fellow who embodies the essence and professionalism of a tradesman.
Now, could this have been accomplished with photography? Sure. It’d just take the perfect set and lighting, a talented shooter behind the lens, and what would surely be an extensive search for the right model. In contrast, though, there is of course illustration – which ultimately made a lot more sense. It also injected a little of that magic artistry we all love so much, and gave these clients extra control over the ultimate “feel” of the poster – not to mention the little-yet-crucial details. Notice how the arch of the faucet changed shape to a more contemporary style between steps 2 and 3? And how the “Moen” logo snuck its way into the plumber’s toolbox for the final? Relatively easy edits for an illustrator refining the image toward the Final; nearly impossible to change convincingly in an already-shot photo.
“Initially, I thought we were going toward a vector art solution,” admits SHA Illustrator Mark Riedy. “I thought it’d be the WPA poster style you see in a lot of my work.” But, in another example of illustration’s power to embrace the evolution of a project, things took a turn – for the better. “The team at Moen kept emphasizing how they wanted the character to feel warm and real,” he recalls. “So, I offered this alternative option, more in the style of popular 80’s movie posters.” Indeed, you might also spot a well-known whip-cracking archaeologist as a reference image in one of the development pieces. Mark says they were receptive to the idea right away. “It’d still be heroic,” he notes, “Just with a more painterly approach.”
“We realized what Mark Riedy brought to the table - a thoughtfully developed piece from start to finish, bringing our idea to life.”
The folks at Moen knew they were on to something. “When the team saw the first 5 or 6 rough sketches showing different poses and compositions, it was a jaw dropping moment,” Mike says. “…We realized what he brought to the table – a thoughtfully developed piece from start to finish.” In addition to his care and craft, the clients really appreciated Mark’s flexibility and creativity. “The team was torn,” Mike says. “And Mark offered alternative ideas and solutions. He brought our idea to life.”
He sure did. The resulting poster was a big hit, garnering unprecedented response for Moen on social media, with every poster Moen offered getting snapped up by eager plumbers – and fans of plumbers, one assumes. There was even email inquiry as to whether the project will continue next year, with this being just the first in a whole, ongoing series. And we sure hope so. After all, come next April 25th, it’ll be National Hug a Plumber Day all over again.
