Hand-painted advertising is having a moment. In a world oversaturated with digital, murals bring scale, authenticity, and a sense of craft that cuts through the noise.
Big brands know it — and they’re turning to artists who can deliver impact on the street. One of them is Auckland-based muralist Matt Griffin.
From Adidas campaigns to a Travis Scott concert at Eden Park, Matt’s work proves why hand-painted murals are more than just art — they’re powerful brand statements. We sat down with him to talk style, process, and why mural advertising is exploding in New Zealand and beyond.
Me: Let’s kick it off with a bit of background. Where are you from, and how did you find your way into the art world?
Matt: I’m from Auckland. Born and raised a Westy in Riverhead. I attended St Peter’s College and did art right through the years. It was only a hobby until I picked up the courage to commit to a more professional approach after I graduated from my Engineering degree.
Now 22 with big dreams. I spent the next 8 years developing my style in multiple mediums - charcoal drawings, oil paintings, murals and tattooing. I’m 29 going on 30.
Me: Love that. Do you reckon studying engineering shaped the way you approach your art?
Matt: I think it does to some degree. I take my self learning attitude from studying and cross it over to my art. Talent only gets you so far. It’s the extra work and study that you do on top that takes you to that next level. Theres so much more you can learn in all facets of your craft.
Me: Couldn’t agree more. That mindset definitely comes through in your work. Speaking of, your piece for the Adidas campaign was unreal. How do you feel about hand-painted work being used more in advertising? It feels like it’s really gaining momentum here, and has already blown up overseas.
Matt: I love the idea. I think there’s a reason we are having a resurgence, not just here in NZ but exploding overseas. In an age where everything is becoming more digital, people are craving authenticity and craft. They can watch something be created from scratch. It’s also a great way for big brands to leverage their marketing through the artists themselves as a lot of the top artists have a strong media presence. We are seeing a real growth of hand-painted murals here and I’m stoked to be a part of it!
Me: Couldn’t have said it better — real over everything. Is there a recent project that stands out as a favourite for you?
Matt: Yeah man. I painted a mural for the Travis Scott concert that came to Eden Park. I had a lot of creative freedom with it which was dope and they approved my design straight away and it came out so mint! Travis even put it on his story so was stoked with that!
Me: That was insane, man. Must be surreal seeing your work reach that kind of audience. What’s next on the cards for you?
Matt: At the moment I’m working on a collection of native birds that I’ll be displaying at Art In The Park in September. Theres oil paintings and a couple spray pieces in there too so I’m pumped to put those out there!
Me: Sounds epic — Art in the Park is always such a vibe. Where can people follow along with what you’re up to?
Matt: Yeah man AITP is always a huge week!
Instagram: @mattgriffin_art
Website: www.mattgriffinsart.com
Tiktok: @mattgriffin_art