Ugly to Beautiful : Brief by L&K Saatchi & Saatchi
In the confines of your city, whichever city you live in or chose for the purpose of this project, identify anything you find ugly. It could be a surface like a wall or a street or an installation or even a building fascia…and create a design solution using illustrations to transform it into something beautiful. The solution can be an artwork, an installation, a mural, etc. anything that uses illustrations as the art form.
You can take a photograph of the object/structure/surface and work on it digitally.
The solution should be feasible to implement. The idea may also be actually implemented in the future as a public cause initiative by the sponsors.
Background :
In a metropolitan city like Mumbai, the issue of tobacco spit and stains all around, is very disturbing, and deteriorating to its charm. And hence, I chose to modify an ugly, spit stained wall into a work of art.
Concept Developed :
They painted the town red, ‘Spitting is Prohibited’ remains unread. This illustration literally depicts, how people paint the city red, and habitually dirty it, without even realizing. The reason behind the ugliness of the wall, is itself explained through this illustration, using a little humour. Thus, in the process of beautifying an ugly spot, a significant public awareness issue is highlighted upon. Also, an artistic and logical solution is devised. In this way, the already stained walls can be transformed into art works, and these art works themselves spread the message to ‘Stop Spitting’ and maintain the city’s ambience.