Chad Hammond wins Red Stripe Special Edition Label Competition
TO CREATE is to relate is a sentiment that certainly resonates with Chad Hammond. The talented artist’s patriotic entry in Red Stripe’s Special Limited Edition Label Campaign – paying homage to the nation’s finest athletes – secured the top spot among five other finalists. Living caught up with Hammond after his exciting win on Wednesday and learnt more about the inspiration behind his captivating piece.
“Everyone’s initial idea would have been to put the athletes as the stars of the show. But thinking about what everyone else would do and how I could stand out, I started to think about the people,” he shared, adding. “I told a story to the judges about being in the heart of Half-Way Tree for the 4x100m race back in 2012. I just remember seeing the crowd in the middle of the road, blocking the traffic, and the feeling we had of that world record win. That’s what guided where I went with the design.”
After receiving several requests from friends on Instagram to enter the competition, Hammond took a chance on his skills and decided to bring a unique approach to the mission for the special edition.
“You could be at a stadium, at a bar or even at home; you will always celebrate the win of our athletes,” he explained, adding, “I can’t identify with what these track stars do, but I can identify with how we big them up. You can walk in the store and see a can [with our] athletes and say that looks cool. But then, you can see a crowd of people and say ‘hey, that’s me’. So I hope they are inspired when they see it.”
His unique style and flair caught the attention of the judges Daniel Thompson, art district project manager at Kingston Creative; Susan Lee Quee, head of the visual arts department at the Edna Manley College of the Visual and Performing Arts, and Mr Sub 10 King, decorated athlete Asafa Powell. It also drew the eyes of others on social media, making him a top contender in the creative contest.
Drawing all the elements that made up the campaign via hand, he took two weeks to conceptualise, colour and fine-tune his story in a pragmatic fashion. He recalled not being able to spend quality time with his 16 month-old baby during that creative period, but, as an agent of change, he was immensely grateful for the love and support he received from his family.
Describing his style of art as fun, energetic, realistic, innovative, creative and just really nice, Hammond has been practising his technique for most of his life. There isn’t a day that Hammond doesn’t put pencil to paper, and he wouldn’t have it any other way. “Art is everything. It’s what I wake up and [got to] sleep doing. I’ve made a career out of something that I did in my idle time, and I could not be happier.
Attending Campion College, Hammond pursued a degree in computer science at The University of the West Indies after high school. Art, he says, remained a mainstay in his mind and his heart. When the time came to branch out into a profession, there was no question. He has been an active freelancer ever since. “I do traditional art like painting. I also do digital portraits and graphic design, but my heart is in drawing,” he said.
Following the fifth iteration of his piece, Hammond believed that he could walk away as the winner of the competition. And, on Wednesday afternoon, the drum roll filled the room of Red Stripe’s headquarters and his name followed in quick succession, much to the delight of friends and fans who offered a roaring applause.
“It feels amazing to win this competition. The hard work and the long hours paid off. The fact that I won and the fact that it’s such a big thing for Red Stripe and Jamaica, it feels really good and I’m incredibly grateful,” he shared.
Receiving a cash prize of $500,000, his design will be used both on the Red Stripe can and on the six-pack sleeve to be released before summer and featured in the Olympic Village in Paris, France. More than anything, he is thankful to the beer company and the Jamaica Athletic Administrative Association for partnering up for this initiative and showcasing local talent for others to see on public social media platforms like Instagram.
“The thought of my design being on a beer can; it’s something that I’ve never done before, and it’s something that artists and designers dream of. A lot of artists would not have gotten this exposure had it not been for the companies involved and for social media. That, in and of itself, is a win for art,” he highlighted.
So what’s next? It’s back to the grind for Hammond, who will continue to build his brand, push boundaries and celebrate the beauty of everything with all his ‘art’.
For others looking to pursue a career in the creative genre, his advice is to just create, “Create and share. Get eyes on your product. Have a family member or a friend, show somebody. Word of mouth is one of the best currencies you can ask for. Take constructive feedback and use that to drive your improvement.”