Chad Hammond Wins Red Stripe Special Edition Label Contest |  Lifestyle

Chad Hammond Wins Red Stripe Special Edition Label Contest | Lifestyle

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, which pays tribute to the country’s greatest athletes, secured first place among five other finalists. Living We caught up with Hammond after his thrilling win on Wednesday and learned 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 others would do and how I could stand out, I started thinking about people,” he shared and added. “I told the judges a story about being in the heart of Half-Way Tree for the 4x100m race in 2012. I just remember seeing the crowd in the middle of the road, blocking traffic, and the feeling we had of that. world record victory. “That was what guided me to 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 in a stadium, a bar or even at home; “You will always celebrate the victory of our athletes,” he explained, adding, “I can’t relate to what these track stars do, but I can relate to how we make them great. You can walk into the store and see a can. [with our] athletes and say it looks good. But then, you can see a crowd of people and say ‘hey, that’s me.’ So I hope you feel inspired when you see it.”

Her unique style caught the attention of the judges: Daniel Thompson, Kingston Creative Arts District Project Manager; Susan Lee Quee, head of the visual arts department at Edna Manley College of the Visual and Performing Arts, and Mr Sub 10 King, decorated athlete Asafa Powell. He also caught the attention of others on social media, making him a top contender in the creative contest.

Hand-drawing all the elements that made up the campaign, he took two weeks to pragmatically conceptualize, color, and fine-tune his story. 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 art style as fun, energetic, realistic, innovative, creative and really enjoyable, Hammond has been practicing his technique for most of his life. There isn’t a day that Hammond doesn’t put pen 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 I did in my spare time and I couldn’t be happier.

Hammond attended Campion College and earned a bachelor’s degree in computer science from the University of the West Indies after high school. Art, she says, remained a pillar in her mind and in his heart. When the time came to pursue a career, there was no hesitation. 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.

After the fifth version of his piece, Hammond believed he could emerge as the winner of the contest. And on Wednesday afternoon, the drum roll filled the room at Red Stripe headquarters and his name followed in rapid succession, much to the delight of friends and fans who offered loud applause.

“It feels incredible to win this competition. The hard work and long hours paid off. The fact that I won and the fact that it is something so important for Red Stripe and Jamaica, it makes me feel very good and I am incredibly grateful,” he shared.

His design, which will receive a cash prize of $500,000, will be used on both the Red Stripe can and the sleeve of the six-pack that will be released before the summer and will be presented at the Olympic Village in Paris, France. More than anything, he is grateful to the brewing company and the Jamaica Athletic Management Association for partnering on this initiative and showcasing local talent for others to see on public social media platforms like Instagram.

“The idea of ​​my design being on a beer can; It’s something I’ve never done before and it’s something artists and designers dream of. Many artists would not have gotten this exposure if it had not been for the companies involved and social media. That, in itself, is a victory for art,” he highlighted.

What’s next? It’s back to the grind for Hammond, who will continue to build his brand, pushing boundaries and celebrating the beauty of it all with all the “art” of it.

For others looking to pursue a career in the creative genre, her advice is simply to create: “Create and share. Put your eyes on your product. Ask a family member or friend to show it to someone. Word of mouth is one of the best currencies you can ask for. Receive constructive feedback and use it to drive your improvement.”

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