LIDA has created a 15-metre high mural, based on a Vermeer masterpiece, for its client Invesco.
The painting, in Shoreditch, London, took three artists five days to complete. ‘Girl with a pearl earbud’ is one of five twists on Old Masters, commissioned by the agency for a new EMEA brand campaign.
LIDA partnered with Global Street Art Agency to realise the large-scale work.
Creating the image blended traditional and modern techniques. The image was transferred onto the four-storey wall using “pouncing”, a centuries-old method using chalk-dust to transfer the outline of an image. The technique is believed to have been used by Vermeer himself.
Chief Creative Officer, Ben Golik said of the piece, “The way we made the mural mirrors Invesco’s internal process, combining traditional methods and the latest techniques to achieve the best outcome.”
Head of EMEA Campaign Management for Invesco, Viktoria Lang added, “LIDA provided us with a fantastic behind-the-scenes creative story, which goes beyond the classical formats of marketing content. It clearly shows how the creative approach replicates the way we work at Invesco and what we ultimately want to contribute to our clients.”
The mural is on display until Sunday 16th November in Redchurch Street, Shoreditch, in an area renowned for large scale street art.
Additional executions in the campaign include a self-portrait by Durer, to which a smartphone has been added, and wind turbines in a classic Gainsborough landscape.
The brand campaign for Invesco is now live across the UK, Germany, Italy, France, Switzerland, Spain, Benelux, Scandinavia and the Middle East.