A Miami brewery, and a client of several years
Ahead of the World Cup, Prison Pals were preparing the launch of GOAT 10, a beer built around football and, more precisely, around Lionel Messi. The owners are Argentine, and they wanted an activation that tied together Miami, football, beer and celebration.
The opportunity that appeared was an old school bus, for sale and available. It had also been sitting unused for years and looked every bit of it. So before buying anything, they called us with one question.
“If we buy this bus, can you help us bring it back to life?”
We were there before the purchase
That question was the real starting point, and it came before there was anything to produce. There was no vehicle waiting for a wrap. There was a deteriorated bus and an idea.
Our team went to inspect it in person. We looked at the state of the surface and the panels, what was damaged and what would have to be repaired first, the real dimensions, the structural obstacles, the windows and openings, and which surfaces could actually carry branding.
That mattered because this was not a new vehicle or a conventional surface. Before thinking about graphics, someone had to establish whether the thing could be brought back at all, and what it would take.
Adapting a design to a surface that fights back
Once the bus was theirs, the transformation began. We worked with Prison Pals to bring the GOAT 10 concept onto a surface that is both enormous and awkward.
The design could not simply be scaled up and applied. It had to be reinterpreted around proportions, windows, doors, mouldings, open areas, curves, mechanical parts and how the vehicle reads from every angle.
There was also repair and preparation work on the vehicle itself before any of the graphics could go on.
A full custom branded party bus, not a bus with stickers.
What it stopped being
The starting point was a yellow school bus with years of use and no visual relationship to the brand whatsoever. It was an old asset with potential, and nothing more.
What came out the other side belongs entirely to the GOAT 10 world: a full vehicle wrap, GOAT 10 and Prison Pals branding, graphics tying it to Miami and to football, commercial messages, QR codes and calls to action, all of it worked around the whole structure of the vehicle rather than applied to its flat parts.
It stopped feeling like an old school bus with graphics on it and started feeling like something built for the brand.
Calling this a vehicle wrap sells it short
Technically, yes, this project is a wrap. Commercially, describing it that way misses what happened.
Prison Pals did not come to us asking for vinyl to be printed and installed. They came with something much closer to: we have the chance to buy this bus, we have this idea, can we turn it into something that works for the brand?
Answering that took inspection, survey, repair, adaptation, applied design, production and installation. The wrap was one part of the solution, not the solution.
Idea. Inspection. Planning. Restoration. Design. Production. Installation.
A brand asset that drives itself around Miami
The GOAT 10 Party Bus went on to work as a mobile activation. Instead of a static piece of advertising, the brand ended up with an asset that can drive across Miami and be used around events, launches, celebrations and anything tied to football and the local community.
That is why this belongs in custom projects rather than in a product list. It did not start from a catalogue. It started from an opportunity, and from working it out together.
Some companies would have seen an old school bus. Prison Pals saw an opportunity. We helped them build it.
