If you find yourself in Los Angeles, head over to 3330 S Figueroa Street at dusk… look upward… and soak in Felix Chevrolet’s majestic sign. If the movies have taught us anything, it’s this — product placements are everywhere. E.T. could have desired M&M’s… but Mars dropped the ball, and he got them Reeses. For headaches, Wayne Campbell prefers Nuprin, for they are, “little, yellow, different.”
Yes, the 80’s, 90’s and today… era’s so ripe with brand crossovers — it has become the norm. Now — turn back the clock to 1921, and imagine how innovative the collaboration between Pat Sullivan’s cartoon cat Felix, and Winslow B. Felix‘s car dealership was? Brilliant. And so, please join me on a creation adventure, shared through pictures and prose.
Largely considered the second most famous sign in LA… the first being another I’ve painted — though in a slightly modified palette.
This painting was created on commission for my dear friend, the talented Justin Oringer. Justin had just graduated USC, and wanted to celebrate this magical life chapter. It didn’t take him long to zero-in on Felix… which served as a home landmark for him, and most of USC’s student body. I began with a rough outline, and a healthy dose of cadmium red medium.
Next, it was about filling in that under-painting… orange FTW. Warmth.
I struggle to capture the drawing phase of a painting, but I was able to get a reasonable picture of this line work. Lots of time with a straight edge, and a fine drawing implement.
Love me some smooth, deep blue gradient. I’ve found West Coast and East Coast skies feel different… and so, I often paint the left coast with a combination of pthalo blue green shade, hookers green, and a splash of titanium white. For the east? Replace the hookers green with a splash of cadmium red.
Waiting for the tubes? Always a challenge… always worth the wait. Oh, and I also painted the ‘ghost cats’ in the background… which are impossible to photograph, but feel more real in-person.
That deep color behind FELIX? So hot right now. It was really important to capture this baby at a few ticks past magic hour… contrast is king.
Oh baby… finally dove into Felix, and brought the main feline to life. When this 1958 icon was switched from neon to LED in 2012 — neon aficionados were “pissed“. This painting represents a nod toward the past.
The backsplash glow behind FELIX was an important detail. I really enjoyed capturing a spectrum of deep blues, with a hint of purple. Her, you can see, I also dove into the sign’s under-carraige, which showcases some special collage elements, hand-picked by Justin to add personal flair and narrative. All that remained, here was the Chevrolet neon, and the modified pattern immediately behind (showcasing a pattern of records).
And, with the final details added, Felix found his way home. Here’s a big, huge thank you to Justin and the wonderful Oringer family. It was an amazing collaboration, and one I enjoyed thoroughly. Can’t wait to see it in-person the next time I’m out your way.
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