“Turning Trash into a Global Phenomenon—and a Branding Masterclass.”

The Story:
Inspired by Harrod Blank’s Art Cars and driven by a relentless curiosity, I transformed a 1981 Mercedes Benz into a rolling piece of art covered with over 750,000 discarded pens. What started as a quirky idea turned into a global movement, earning features on National Geographic, Smithsonian Channel, and even the Yahoo front page. The “Mercedes Pens” became a symbol of creativity, resourcefulness, and the power of storytelling.

The Branding Impact:
The success of this project wasn’t just about the art—it was about the branding. From the name “Mercedes Pens” to an intentional online presence and messaging strategy, this project was built to connect with audiences on a deeper level. People didn’t just see the car—they understood it. The branding answered the question, “What the hell is that?” before it was even asked, turning a quirky car into a memorable icon.

The Challenge:
The car’s upkeep was a massive undertaking—thousands of pens glued, replaced, and re-glued after years of sun damage. But with every scrape, every silicone removal, and every restart, I stayed committed to the vision. Creativity isn’t always glamorous, but it’s about solving problems to bring bold ideas to life.

The Impact:
From school visits and art car festivals to global media features, this project brought smiles, waves, and conversations wherever it went. It became a platform for connection, inspiring awe, joy, and even laughter. It also opened doors to incredible opportunities, proving that bold creativity—when combined with strong branding—can lead to results beyond imagination.

The Takeaway for Clients:
The Pen Guy project is the ultimate branding lesson: clarity and messaging matter. If your audience doesn’t understand your brand, you’ve already lost them. With strong branding and storytelling, even the most unexpected idea can create impact, build connections, and deliver lasting results.

The Personal Lesson:
This project taught me to overcome self-doubt and trust bold ideas. I didn’t ask for permission—I simply started, and the journey led to incredible clients, global recognition, and unforgettable experiences.