Back to WORKS
Art for Air 2022
Back to WORKS
Art for Air 2022
UNLOCKING
A NEW PERSPECTIVE
WITH ART FOR AIR
UNLOCKING
A NEW PERSPECTIVE
WITH ART FOR AIR
2022
Crafting technology
IQOS
In the summer of 2022, we launched the second wave of IQOS Art for Air – a campaign that aims to support creators and change the urban environment for the better.
Purifying the air in our cities
In collaboration with the intermedia artist and researcher Eli Joteva, we created a mural in Varna – one of the biggest cities in Bulgaria. The mural was painted using ‘Airlite’ – an innovative and environmentally friendly paint that purifies the air.
The unique artwork told a story about the art of being together, the energy moving us forward, and sharing and accepting our differences. The sun, the endless sea horizon, the real inhabitants of the Black Sea, the 3D model of the city’s buildings, and the hand that offers a flower unexpectedly communicated the brand values while inviting passers-by to unlock another dimension of the art piece.
By scanning the mural with their phone, people were able to make the artwork come to life with an interactive AR experience that was focused on the key elements of the composition. In addition to the on-site AR experience, we also created a filter that brought the artwork to different places across the country through the screens of our audience.
Similar project
Renault
Renault Infinity Room
