LONDON–(BUSINESS WIRE)–Iconic American brand Zippo has launched a captivating video showcasing
the genius of Canadian artist, Steven Spazuk. Known as the Fire Artist,
Steven realised the fascinating ‘fumage’ technique, which casts aside
traditional tools such as paintbrushes in favour of painting with fire.
In the newly released video, Steven uses flame to create an original
artwork and reveals how he expertly harnesses the power of fire.
The never-before-seen footage features Steven “attacking the paper” with
the flame of a Zippo windproof lighter and other fire tools and then
retouching his designs by etching patterns with natural bird feathers
and blades. Filmed in his studio in Montreal, Steven divulges how his
unique artistic approach originated and his inspiration.
See Steven in action here: https://youtu.be/-odU2Kf4v4A.
Steven’s art style, which originally came to him in a dream, is steeped
in improvisation and spontaneity and is something he has worked on
perfecting for the last 14 years. His long-held affinity for his own
Zippo windproof lighter, dating back to his days as a college art
student is identified as a source of artistic creativity and
inspiration. Speaking of the campaign, Steven said:
“The flame is something that truly inspires my art; once I found my
way of working with fire I knew it would become my voice and I should be
committed to that craft. A Zippo lighter has always been a part of my
toolbox, and I also love how it can be a piece of art in itself. To me,
it’s both a muse and a tool so Zippo is a stimulating brand to work
With its distinctive style and classic construction, the Zippo windproof
lighter has served as a canvas for endless artistic creations. For 85
years Zippo has brought unmatched levels of artistic talent to the
smallest of canvases – from the early years of etching and hand-painted
details to today’s cutting-edge 360-degree MultiCut engraving. With over
300,000 designs created since 1932, Zippo continues to push the
boundaries of design. By partnering with Steven Spazuk, Zippo is proud
to continue showcasing art in all its forms.
David Warfel, VP Global Marketing at Zippo said: “At Zippo, we pride
ourselves on continuing to push the boundaries of design, and so
collaborating with Steven made perfect sense. We admire his inventive
approach using the flame of our famous windproof lighter! With 85 years
of history, Zippo has an influential and dedicated fan base. During this
time Zippo has transcended its functional benefits to become a cultural
icon and we love finding new ways for our customers to appreciate the
One of the most recognized brands in the world, Zippo was founded in
the fall of 1932 by George G. Blaisdell in Bradford, Pennsylvania, where
it has manufactured over 550 million windproof lighters. With the
exception of improvements to the flint wheel and modifications in case
finishes, the product remains unchanged and is backed by the company’s
famous lifetime guarantee – “It works, or we fix it free.™” Zippo’s
diverse product line includes lighters and accessories; butane candle
lighters; fragrance, and a robust line of heat and flame products for
outdoor enthusiasts. Zippo markets in nearly 200 countries and
also owns W.R. Case and Sons Cutlery Company, also based in Bradford,
Pennsylvania. For more information, visit Zippo.com.