February 6, 2023

Digital Marketing Education

Latest news and events

Wakanda Forever’ to Streets of Atlanta and Raleigh Adland®

The first version of the design, Barber recalls, did not accommodate the location of windows, doors and ventilation grates on the buses. In addition to adjusting for these, he recommended scaling back a more comprehensive design to key sections on the side, front and back given the short timeframe of the project. Including the approval process by Marvel and Coke, SpeedPro had only two days – 48 hours from Tuesday through Wednesday – to have the ten buses ready to roll Thursday. They would be seen by thousands of people as they came into urban Atlanta and Raleigh neighbourhoods to pick up students, drive to the theatres, and return again.

With the anticipated approval/print/install time crunch, SpeedPro turned to technology as a solution. “I wrap about 850 vehicles each year – cars, vans, trucks, buses – using traditional HP latex printing, but with a two-day window to get this done, I decided to try something new,” said John Barber. In 2020 he had invested $400,000 in a 3.2-meter LED hybrid printer from digital print manufacturer EFI, designed for high-volume, production-level projects. One advantage: it took one-fifth of the time to print compared to traditional large-scale machines.

The ‘Wakanda Forever’ bus project required 7,800 square feet of vinyl material. For the new machine, John Barber needed to order a special UV laminate while abroad on a business trip in Los Cabos, Mexico. “It came in three days before we went to print!” he said, nervously laughing about the cross-country trip required, not to mention that this would be the very first UV vehicle wrap SpeedPro Norcross would do on its new EFI printer.

All of the planning paid off. The final art was approved, the UV vinyl and laminate printed flawlessly and with brilliant colour, and John Barber oversaw installation in Atlanta while a trusted colleague, Ward Martin, owner of SpeedPro Raleigh, was brought in to oversee the five buses there. Several hundred students in two Southern cities got to feel like celebrities being transported to the debut of the new ‘Black Panther,’ and Marvel Studios and Coca-Cola/Sprite Zero Sugar were recognised for the initiative.

“SpeedPro of Norcross was a fantastic partner to work with on the Sprite Zero/Wakanda Forever project,” shared Mike Frey, director of experiential production for Momentum Worldwide. “They delivered a quality product, and they did so in a timely and professional manner. I look forward to working with them again in the near future.”

“We were ecstatic we pulled it off,” said John Barber of SpeedPro Norcross, who appropriately also came out looking like a superhero.


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