When Tim Hodgson and Gary Meyers formed their eponymous business-to-business advertising agency more than 16 years ago, they sought a Chairman of the Board who could represent. Someone who could reflect their views on creative marketing: that it should be big, effective and visually striking.

Quite naturally, they chose a pileated woodpecker. Working as true partners, Meyers suggested the pileated woody and Hodgson chose the spokesbird’s name—Spike, for his striking red crest. Spike’s loud hammering and colorful appearance inspired H/M’s rallying cry for its clients: Make noise. Get noticed.

Now, after adorning business cards, letterhead, company walls and more, Spike finally has his name up in lights. Well, his image and the agency’s name anyway. Recently, H/M hoisted a large sign to note its Kirkland, Washington headquarters. Agency e-pro master (and noted birdwatcher) Willem Buys braved rain, wind and cold to photographically document the event.

The result? 900 images condensed into a 21-second video complete with music showing the installation in all its (abbreviated) glory. Typically, the pileated woodpecker can be found in forested areas with deciduous trees. However, for one rockin’ bird, a brick façade will do just fine.