The advent of anamorphic advertising hails exciting prospects for brands. But where does it leave age-old crafts like hand-painting murals?
Hand-painted advertising has experienced a global resurgence, and its momentum, further buoyed by social media, shows no signs of waning. These murals are a testament to human artistry, offering a tangible, authentic touch that resonates deeply with audiences, Eric Sas, co-founder and CEO of anamorphic 3D technology company BCN Visuals, tells Jing Daily.
Handcrafted murals, for example, have recently experienced virality. Their popularity shows that theres still an appetite for the human touch, even among the younger generations.
Last year, a clip documenting artists hand-painting a mural in New Yorks Soho from TikTok account Soho Suiting circulated in November. Featuring a lifelike image of Bella Hadid for Swarovski, the video racked up over 20 million views.
The account has since continued to follow the ever-changing canvases dotted around the city after recognizing there was demand for such content, from Gucci trunk murals to Longchamp campaigns.
[Mural art] is doing well because its so human, Lee Bofkin, CEO and co-founder of Global Street Art tells Jing Daily. The London-based advertising agency specializes in hand-painted advertising and public murals, and has created works for the likes of sneaker label On and Wedgwood.
Bofkin outlines how the craft can act as an antidote to todays digital overload.
Human-powered skills are still as relevant as ever, if not more relevant in a time when digital creativity is so increasingly disposable, he says. Its incredibly impactful; its the easiest type of outdoor advertising to share online. People stop and take photos all the time when were painting, and long after.
Global Street Art are the brains behind some of the UKs biggest handprinted murals, including Wedgwoods street art. Photo: Sam Berry/LinkedIn
Where old meets new
With both traditional craft and emerging innovation at the forefront of advertising, brands are opting to harness both.
In essence, both mediums cater to different aspects of marketing and, rather than compete, can coexist harmoniously and offer diverse brand expression, Sas says.
Loewe is exploring both ends of the spectrum. The Spanish fashion house employed both mediums for its widely popular Howls Moving Castle campaign earlier this year. In Chengdu, the brand captivated passersby with a 3D billboard inspired by the anime classics distinct visual cues. Meanwhile, it went back to basics with hand-painted advertisements for the streets of London.
Bofkin argues that deploying a mix of modes may help a brand avoid getting lost in the noise, but this approach doesnt guarantee staying power.
Brands need to be more relevant in culture and isolated messaging only goes so far. The things that work best are integrating outdoor (like mural painting) within wider parts of the campaign, he says.
Loewe painted the city of London and beyond with its Howls Moving Castle handprinted murals earlier this year. Photo: Marketing Interactive
Combating fatigue
Today, brands are looking for ways to combat waning interest, especially as they strive to capture the vacillating attention of Gen Z and Gen Alpha. But with consumer advertising burnout rife, can novel advancements like 3D billboards offer a solution?
Yes and no, marketing and brand strategist Leland Grossman says. In some regards the gimmicky nature only reinforces the fatigue. On the flip side, the technology has the potential to truly wow folks, as I believe the MSG Sphere has done.
Sas believes that theres a place for newness and old-school craft in todays marketing playbook, but harnessing new technologies is what will keep brands ahead of the curve and the competition.
Ultimately, as the marketing landscape shifts towards more interactive and immersive experiences, pivoting to 3D digital displays is not just a progressive step; its imperative for brands aiming to maintain a competitive edge and offer an unparalleled brand experience in a Web3 and AI-centric world, he says.
The rest is here:
From Loewe to Swarovski, hand-painted murals get a luxury upgrade - Jing Daily
- 'Southern/Modern': Rediscovering the Radical Art Below the Mason-Dixon Line - The New York Times - December 3rd, 2023 [December 3rd, 2023]
- Meet Ferrisburgh, a Rescued Kestrel Who Started Painting After a ... - Smithsonian Magazine - December 3rd, 2023 [December 3rd, 2023]
- New to the NW, he's painting 100 Chestnut Hill scenes - Chestnut Hill Local - December 3rd, 2023 [December 3rd, 2023]
- 10 Best Face Painting Supplies for 2023 - The Jerusalem Post - December 3rd, 2023 [December 3rd, 2023]
- Gond painting by Jangan Singh Shyam on display - Daily Pioneer - December 3rd, 2023 [December 3rd, 2023]
- Painting the town Christmas - Moorpark Acorn - December 2nd, 2023 [December 2nd, 2023]
- Margate painting bike lanes green to prevent drivers from using them - Press of Atlantic City - December 2nd, 2023 [December 2nd, 2023]
- Review: Glory of the World: Color Field Painting (1950s to 1983) - Observer - December 2nd, 2023 [December 2nd, 2023]
- Conservator Restore This Renaissance Painting of a Medici - My Modern Met - December 2nd, 2023 [December 2nd, 2023]
- Gauguin's shocking claim: Van Gogh painted the Sunflowers ... - Art Newspaper - December 2nd, 2023 [December 2nd, 2023]
- Jeff Tech Art Club students continue window painting tradition in ... - The Courier-Express - December 2nd, 2023 [December 2nd, 2023]
- Painting Perfection with Electric Paint Sprayers: A Comprehensive ... - Robotics and Automation News - December 2nd, 2023 [December 2nd, 2023]
- Joe Venditti's legacy as the Eagles' 'Official Painting Coach' lives on - PhiladelphiaEagles.com - December 2nd, 2023 [December 2nd, 2023]
- The Huntington Acquires Historic Portrait by Renowned Spanish ... - The South Pasadenan - December 2nd, 2023 [December 2nd, 2023]
- An Oklahoma love story: How an early Oklahoman's collection of ... - tulsapeople.com - December 2nd, 2023 [December 2nd, 2023]
- Pierre Bonnards paintings brim with vitality in Kimbell exhibition - The Dallas Morning News - December 2nd, 2023 [December 2nd, 2023]
- Adel Library to Host Teen Painting Contest and Hometown Holiday ... - Raccoon Valley Radio - December 2nd, 2023 [December 2nd, 2023]
- PETA to Auction off the Iconic Anti Bullfighting Painting "The ... - PR Web - December 2nd, 2023 [December 2nd, 2023]
- Isle of Wight students 'paint the plow' - Smithfield Times - Smithfield Times - December 2nd, 2023 [December 2nd, 2023]
- A Piet Mondrian painting has been hanging upside-down for decades, art historian says - CNN - November 1st, 2022 [November 1st, 2022]
- Eastern Flank Battlefield to Host "Painting the Parks" Art Show - Williamson Source - October 8th, 2022 [October 8th, 2022]
- This Botticelli Painting, Once Owned by the Late Paul Allen, Could Fetch $40 Million at Auction - Robb Report - October 8th, 2022 [October 8th, 2022]
- So the internet thinks there's an iPhone in this 19th century painting - Creative Bloq - October 8th, 2022 [October 8th, 2022]
- Long-Unseen Painting of Jamaican Man Is Identified as Rare Richmond Barth Work - ARTnews - October 8th, 2022 [October 8th, 2022]
- Halloween Window Painting contest will bring downtown windows to life - The Messenger - October 8th, 2022 [October 8th, 2022]
- TCU Painting U.S. Cities With Leading Alums in Honor of 150th Birthday - Fort Worth Magazine - October 8th, 2022 [October 8th, 2022]
- Oakland painter Mary Lovelace ONeal honored at On the Edge gala at de Young Museum - SF Chronicle Datebook - October 8th, 2022 [October 8th, 2022]
- Celebrate Las Vegas Pride this weekend with lights, drinks, and body painting - KLAS - 8 News Now - October 8th, 2022 [October 8th, 2022]
- How to Paint (with Pictures) - wikiHow - August 20th, 2022 [August 20th, 2022]
- 50 Most Famous Paintings of All Time in the Art History (Ranked) - August 20th, 2022 [August 20th, 2022]
- Mural painting brings community together - University of Wisconsin-Madison - August 20th, 2022 [August 20th, 2022]
- Bold: Painting in the outdoors is nice work when you get it - Sudbury.com - August 20th, 2022 [August 20th, 2022]
- Beauty in the banal: Exhibit celebrates painter who wrote the book on Midwest landscapes and much more - WGLT - August 20th, 2022 [August 20th, 2022]
- British Rapper Aitch Working to Fix Manchester Mural of Joy Divisions Ian Curtis That Was Painted Over for His Album Advertisement - Variety - August 20th, 2022 [August 20th, 2022]
- Was That Painting Stolen by Nazis? New York Museums Are Now Required to Tell You - Smithsonian Magazine - August 20th, 2022 [August 20th, 2022]
- Southside Park gets fresh coat of paint for National Painting Week - ABC10.com KXTV - August 20th, 2022 [August 20th, 2022]
- Meet the Farmington man who sells his paintings next to his car downtown - Kennebec Journal and Morning Sentinel - August 20th, 2022 [August 20th, 2022]
- LA Covers 1 Million Square Feet Of Roads Will Special Paint To Cool The City Down - CarScoops - August 20th, 2022 [August 20th, 2022]
- Painting in the Light - Santa Barbara News-Press - August 20th, 2022 [August 20th, 2022]
- This 1645 Painting Is A Spitting Image Of Connor McDavid -- And It's Almost Scary - Washington Hockey Now - August 20th, 2022 [August 20th, 2022]
- MADE: Paint additive becomes salty success - Greater Wilmington Business Journal - August 20th, 2022 [August 20th, 2022]
- Creatively Centered: Paint Grand Traverse wraps week with gala, block party - Traverse City Record Eagle - August 20th, 2022 [August 20th, 2022]
- Court sides with MFAH in dispute over painting once sold to Hitlers art collector - Houston Public Media - June 3rd, 2022 [June 3rd, 2022]
- Water Inspires And Imbues Milwaukee Native Khari Turners Joyful Paintings - Forbes - June 3rd, 2022 [June 3rd, 2022]
- Interview With Dave Cole of Coastal Painting Associates - Kingwood - June 3rd, 2022 [June 3rd, 2022]
- 5 Times the Mona Lisa Was Vandalized or Stolen - ARTnews - June 3rd, 2022 [June 3rd, 2022]
- How Alma Thomas Arrived at Her Seminal Style of Vibrant Abstract Painting - Artsy - June 3rd, 2022 [June 3rd, 2022]
- Mahmoud Said's painting 'Dervishes' holds its position as most expensive in Middle East - Egypt Today - June 3rd, 2022 [June 3rd, 2022]
- 'I Painted The QueenShe Was Surprising In So Many Ways' - Newsweek - June 3rd, 2022 [June 3rd, 2022]
- Painting of Saco's Jubilee Park covered bridge Selected for exhibition - Press Herald - June 3rd, 2022 [June 3rd, 2022]
- What Did Will Paint in 'Stranger Things'? - We Got This Covered - June 3rd, 2022 [June 3rd, 2022]
- Claude Rutault, French Artist Who Rewrote the Rules of Painting, Dies at 80 - ARTnews - June 3rd, 2022 [June 3rd, 2022]
- Powerful expression: Artist captures emotion of everyday life in paintings - Daily Journal - June 3rd, 2022 [June 3rd, 2022]
- Secrets of the Book Designer: On Typography, Painting, and Finding That Single Visual Moment - Literary Hub - June 3rd, 2022 [June 3rd, 2022]
- Do You Know The Story Of Lincoln's Famous Painted Rock? - q1065.fm - June 3rd, 2022 [June 3rd, 2022]
- 2022 Sabbatical for Pastor Jeff Wood launches mural painting project at the Thrift Store next to First Presbyterian Church of Sebastian - Community... - June 3rd, 2022 [June 3rd, 2022]
- Activist artist Chris Wilson promotes awareness of solitary confinement with paintings - Gothamist - June 3rd, 2022 [June 3rd, 2022]
- This painting reflects the nearly forgotten fishing village on Jones Island - 88Nine Radio Milwaukee - June 3rd, 2022 [June 3rd, 2022]
- After Waiting Years for Cities to Act, People Are Painting Their Own Crosswalks - TheStranger.com - June 3rd, 2022 [June 3rd, 2022]
- Ilya Repin's chilling painting of Ivan the Terriblevandalised in 2018 by a drunk man with a metal polegoes back on show at Moscow's Tretyakov Gallery... - June 3rd, 2022 [June 3rd, 2022]
- Here Are the Last Paintings Vincent Van Gogh Completed During His Lifetime - My Modern Met - June 3rd, 2022 [June 3rd, 2022]
- Gallery in the Woods to show oil paintings of local musician Bobby DiTrani - Brattleboro Reformer - June 3rd, 2022 [June 3rd, 2022]
- Wish upon a painting: Norman artist explores desire and fear in her work - Norman Transcript - June 3rd, 2022 [June 3rd, 2022]
- Oil Painting - The Ultimate Guide For Beginners - Draw ... - April 6th, 2022 [April 6th, 2022]
- 60+ Easy Acrylic Painting Ideas For Beginners (Who Want To ... - April 6th, 2022 [April 6th, 2022]
- What Does This 17th-Century Painting Smell Like? - Smithsonian Magazine - April 6th, 2022 [April 6th, 2022]
- A Once-in-a-Lifetime Donatello Show Argues That Sculpture, Not Painting, Was the Ultimate Renaissance Art Form - artnet News - April 6th, 2022 [April 6th, 2022]
- Utah reveals custom hand-painted helmets to honor fallen teammates Ty Jordan and Aaron Lowe - CBS Sports - April 6th, 2022 [April 6th, 2022]
- This Mozambique-Born Artist Is Changing What It Means to Be a Painter - The Cut - April 6th, 2022 [April 6th, 2022]
- Phoenixville painting company is about more than just paint - Daily Local News - April 6th, 2022 [April 6th, 2022]
- Painting the town purple: Stripe is back on Blake Street ahead of Rockies home opener - 9News.com KUSA - April 6th, 2022 [April 6th, 2022]
- Two of Japans rising stars interview each other about family, creative expression, and the difference between painting and acting - ARTnews - April 6th, 2022 [April 6th, 2022]
- Sothebys to Offer Rare Guston Ab-Ex Painting - Barron's - April 6th, 2022 [April 6th, 2022]
- 5 fun wall painting ideas to refresh your home - NewsBytes - April 6th, 2022 [April 6th, 2022]
- A Contested Landscape Painting in Berlin Is Deemed an Authentic Rembrandt - ARTnews - April 6th, 2022 [April 6th, 2022]
- Lesson of the Day: A Poem (and a Painting) About the Suffering That Hides in Plain Sight - The New York Times - April 6th, 2022 [April 6th, 2022]
- Daughter reunited with late father's painting from Chesterfield Inlet residential school - CBC.ca - April 6th, 2022 [April 6th, 2022]
- 14-year-old art sensation Xeo Chu: I kind of keep it hidden from friends - The Guardian - April 6th, 2022 [April 6th, 2022]
- The Chicago River Comes Alive in New Portrait Painted With Fishing Rod and Reel - WTTW News - April 6th, 2022 [April 6th, 2022]
- Art group spreads autism awareness by painting - WDVM 25 - April 6th, 2022 [April 6th, 2022]