WORK SHOWCASE: Big Al Gruswitz

This week, the Directory of Illustration highlights work from Big Al Gruswitz, represented by António Adrião Artist Representative (AAARep).

Illustrator: Big Al Gruswitz

Project: Calcium USA

Agent: AAA Rep

ABOUT THE PROJECT: “Although the “Cows ‘Nourishment’ Campaign” can’t claim sole responsibility for Calcium’s year over year growth, it is safe to say that creating awareness and brand recognition certainly helped.

When the campaign first started stock photos of cows were the main visuals, but Steven Michaelson, Calcium’s Founder & Chief Executive Officer, wanted to go beyond what stock photos offered. Boundless Creativity by Big Al Gruswitz was a freelance source frequently used by Calcium including for their self-promotion ads. Gruswitz recalls the day that Michaelson called him and said, “I’ve got an idea that’s going to test just how “boundless” you are!” What Michaelson wanted was a photo-realistic illustration of a cow standing on it’s hind legs lifting a giant dumbbell over its head. Gruswitz bought a realistic 3D cow model and proceeded to morph, light and render the cow exactly as requested.

Since then the cow has posed in every pose and situation that Michaelson and his creative team have dreamt up: playing an electric guitar in a classic Pete Townshend pose, juggling while riding a unicycle, in a yoga pose, gardening, raising a trophy at a podium, carrying a beach umbrella, even at the ready on a track starting block.

In 2020, MM&M Magazine, for their “Top 100 Agencies” article, requested agencies submit a record album cover that was indicative of their agency. Calcium decided to do a takeoff of the famous Beatles “Abbey Road” album cover. Four cows walking on their hind legs cross Madison Avenue matching the Beatles poses. This illustration got Big Al Gruswitz and Calcium SVP, Creative Director, Art, Mick Rogers selected by Lürzer’s Int’l Archive for the 2021 “200 Best Digital Artists Worldwide” Annual. Then the image was “winterized” for the agency’s holiday card.

This year’s request from MM&M Magazine was for agencies to create a movie poster for their agency. Calcium chose to do a takeoff on the movie “Hot Tub Time Machine” only their’s was, of course, “Hot Tub Cow Machine.” Two cows and the 5 Calcium principals share a hot tub together. Everything in the illustration is 3D except for the photographic heads of the 5 people.

Carrying on the cow theme humor, the 5 principals (Steven Michaelson/Founder & CEO, Judy Capano/Managing Partner & Chief Operating Officer, Greg Lewis/Managing Partner & President, Steve Hamburg/Managing Partner & Chief Creative Officer, and Garth McCallum-Keeler/Managing Partner & Chief Growth Officer are not above teaming up to wear “cowhide” suits—once again “tailored” by Big Al Gruswitz”