The Inside Scoop on Robert Sample’s Latest Paintings for Federal Bikes….

2011 finds Robert commissioned to paint six of the top BMX riders represented by Federal bikes. The commissioned paintings are to be used in Federal’s 2011 advertising campaign. The first ad features Robert’s painting of Dan Lacey and was published in January and February’s ‘RIDE UK’ Magazine.

This is a fresh slant on the typical ad campaigns used by extreme sports companies. Instead of relying on the big trick shot Federal Bikes have decided to do something new.

Head honcho of Federal bikes Stuart Dawkins says “Typically BMX adverts follow a very staid format which consists of a combination of riding photo/product image/company logo etc. With Federal bikes we’re constantly trying to break away from this and experiment with new ideas and when we first saw Robert Sample’s work it was clear that this could take our adverts in a new direction where no one in BMX has been before. Rob’s work immediately struck a cord with us; the paintings are so powerful and dark that we felt this would be a great way to portray our team of professional riders. The first advert came out in January and has received an amazing response both for Rob’s painting and the direction of the campaign.”

The commissioned paintings are to be used in Federal’s 2011 advertising campaign. Every two months a new ad will be placed depicting one of these talented riders. The riders to have their portraits painted are Dan Lacey, Bruno Hoffmann, Mark Love and Jared Washington, the final two are to be announced soon. The ads are being published in two of the biggest and most widely distributed BMX Magazines ‘DIG’ and ‘RIDE UK’, also be used in a first issue of a new free UK based BMX magazine called ‘The Albion’ coming out in April.

Robert has just come back from San Diego where he met up with Jared and Bruno to take studies for their portraits.

To view a full catalogue of his current work available here at Red Propeller, please click HERE.