3D Graffiti is clever painting. Is 3D advertising a new trend?

The history of 3D painting. How did 3D painting come about?

The first references to 3D painting date back to antiquity, from the legend of the Greek artist Parrhasius. His painting imitated reality so convincingly — he painted a curtain covering the picture — that Zeuxis was deceived and tried to pull the curtain aside.

Illusionist painting in antiquity was used, for example, in the fresco decoration of the walls in Pompeii and in the interior of Emperor Nero's "Golden House". In the Renaissance, madonari appeared — Italian artists who specialised in depictions of the Madonna on pavements. Artistic 3D painting was particularly popular in grand church and palace interiors (for example, Andrea Mantegna's fresco in the Camera degli Sposi, Palazzo Ducale in Mantua). Perhaps the most famous painting of that era to illustrate the phenomenon of anamorphosis is "The Ambassadors" by Hans Holbein. 3D painting gained its greatest popularity among artists and collectors during the Baroque period, with particular emphasis placed on the form of works, seeking to intrigue the viewer with a clever idea.

In the 19th and 20th centuries, riding a wave of renewed interest, artistic 3D wall painting began appearing more and more frequently around the world. Among the leading representatives of 3D graffiti are Edgar Mueller, Manfred Stader, Julian Beever, Kurt Wenner and David Zinn. These artists, beyond creating their own works, also apply their skills to advertising. One example of a work in which we applied three-dimensional effects is a mural for the Victorinox brand — an example of polygonal illustration, meaning it was built from triangles that form three-dimensional geometric shapes.

How is 3D painting created on a wall? How to achieve the three-dimensional effect?

3D painting on a wall or street is an art that requires great imagination, technical skill and a well-thought-out working strategy. Both highly qualified painters and professional graphic designers are involved in creating an illusionist work. Precision, mathematical calculations, knowledge of painting techniques and an understanding of the principles of perspective and optics all contribute to achieving the best results.

To create the illusion of a three-dimensional image, one must pay attention to the direction of light, and the blurring of colours in distant objects. Cool tones recede into the background of a painting, while warm colours "come forward". It is also important to remember that when painting, shadows must above all be based on the actual light source. Cast shadows, by deceiving the human eye, can either undermine or enhance the illusion of reality and three-dimensionality. Shadows in painting form something of a foundation — they support the impression of depth and give painted objects a three-dimensional quality. It is essential in three-dimensional painting that the viewer experiences harmony of colours, light and shadow, and perspective. Giving proper consideration to all of the above elements is decisive.

How is a 3D mural created on a flat surface?

3D murals are also created on flat surfaces, such as pavements or interior floors. The principles regarding light and shadow and the use of colour that apply to wall painting are equally relevant here. Additionally, when creating 3D graffiti on the ground, it is important to remember to stretch the perspective appropriately. Elements further from the viewer are more elongated. This technique means that when viewed straight on, they appear to literally "come out" of the surface on which they were painted. 3D graffiti on a flat surface therefore requires a larger area in order to achieve the intended effect.

3D murals in advertising.

The very process of creating a large-format 3D mural is a spectacle in itself, drawing the eye of passers-by. When such a mural is used in advertising, the process of its creation becomes an additional distinguishing factor that makes the campaign memorable.

3D murals in interior decoration and urban space.

What sets painted 3D advertisements apart is the extraordinary sense of space they create — highly impressive and a natural subject for photography. This form of painting evokes a remarkable aesthetic response and commands admiration, which frequently translates into attention on social media. No one will walk past a 3D mural indifferently. Decorative 3D wall painting is an interesting way to enliven a space, giving it an entirely new look and meaning. Large-format projects we have had the pleasure of executing in 3D painting technique include an artistic mural for the city of Słupsk — a piece of urban art aimed at enhancing the aesthetics of public space. Another interesting example of 3D graffiti, this time on a flat surface, is a painting created at Jurapark in Krasiejów. This work has an entertainment character and has become a permanent feature of the theme park. Café, club, restaurant, shopping centre and office space owners are increasingly choosing to invest in works of this kind.

3D murals in set design.

Illusionist painting also finds wide application in set design. Examples include a project we carried out for TVN Turbo television, as well as theatrical backdrops for Teatr Polski in Wrocław.

In summary, the use of 3D graffiti in advertising — whether on a wall or a flat surface — is an engaging and attention-grabbing approach. Works of this kind remain relatively rare in advertising, so their use guarantees originality.