New York Jets Tailgate London: Live Mural by Jimmy C | Paintbox Case Study
New York Jets Tailgate, London: a live Jimmy C mural and 300 custom totes
Client: New York Jets
Produced by: On Board Experiential
Venue: Flat Iron Square, Southwark, London SE1
Date: 13 September 2026
Artist: Jimmy C
In short: one headline artist, one live mural, 300 custom tote bags and a full day of on-site production, delivered by Paintbox for the NFL's New York Jets in London.
Planning something similar? Brief us →
The brief
The New York Jets wanted their London Tailgate to feel like it belonged to the city, not just a fan zone with a logo on it. Experiential agency On Board Experiential brought Paintbox in to deliver two things: a headline piece of live art that fans would watch come together across the day, and a hands-on customisation station that gave every guest something to take home.
The artist: why Jimmy C
For a brand as big as the NFL, the artist has to carry the same weight. We put forward Jimmy C, one of the UK's best-known muralists, whose signature drip-and-dot aerosol style is behind landmark walls including the David Bowie mural in Brixton. His photorealist approach suited a design built around the players, and his name gave the activation real credibility with fans.
This is how we work on every high-profile brief: we match the brand to an artist from our network whose style and profile fit the moment, then handle everything around them so they can focus on painting.
The live mural
Jimmy painted a 2m x 4m mural live in front of the crowd, starting from a bare ply wall that morning. The design, agreed with the Jets in advance, shows two Jets players from behind looking out over a skyline, with the Jets logo above and a London x NYC lock-up beneath, tying the team to its host city.
- Freestanding ply wall fabricated, sealed and delivered by Paintbox
- Install from 6am, Jimmy painting from 9am through the event
- Concept development and design revisions handled before the day
- The finished wall kept by the Jets as a permanent piece
Live tote bag customisation
Alongside the mural, our artists ran a live spray-paint customisation station from 3pm to 10pm, customising 300 tote bags for fans. Guests picked from a set of Jets designs and watched their bag sprayed in front of them.
- One-colour stencils, laser cut in acrylic from the Jets' approved artwork
- Several copies of each stencil so quality held up across 300 bags
- One bold design per bag rather than stacked marks, so every tote stayed crisp and readable
- Two artists staffing the station, scheduled to keep the queue moving
What we handled
- Artist curation and management, with Jimmy C as lead artist
- Mural concept development and design sign-off with the client
- Wall fabrication, sealing, delivery, install and de-rig
- Stencil adaptation, laser cutting and all paint and consumables
- Customisation station staffing and on-the-day scheduling
- Project management from site visit through to handover
- Social collaboration with the Jets' partner agency on the day
More from the day
Planning an NFL, sports or brand activation?
We deliver live mural painting, live customisation and graffiti brand activations for sports properties, experiential agencies, brand teams and festivals across London and the UK. From headline artists like Jimmy C to full on-site production, we handle the lot.
Send us the date, the venue and the expected footfall and we'll come back with an idea and a costed proposal.
Brand activations and live painting →
Mural portfolio →
Who we've worked with →
Content capture →