AC Milan x Emirates Take Over Perth
Campaign: AC Milan x Emirates Pre-Season Campaign
Location: Perth CBD
When AC Milan returned to Perth for the third consecutive year, we had the opportunity to mark the occasion in a pretty big way.
Made You Look partnered with AC Milan and Emirates to transform our landmark St Georges Terrace wall into a 210m² hand-painted mural celebrating the Rossoneri's return to Western Australia.
Created in the lead-up to AC Milan's clash with Inter at Optus Stadium, the mural brought together international football, one of the world's most recognisable airlines and some of Perth's best street art talent in the heart of the CBD.
seeing it at scale
One of the best moments of the project came when the AC Milan players visited St Georges Terrace to see the finished mural for themselves.
There's a fairly big difference between approving an artwork on a screen and standing underneath a multi-storey portrait of yourself.
Watching the players' reactions as they saw the work at full scale was a great way to finish the project and exactly the kind of real-world interaction we want these campaigns to create.
More than ‘just another billboard’
St Georges Terrace is Made You Look's largest hand-painted OOH site and one of the most prominent walls in our growing network.
At this scale, we think the opportunity is much bigger than simply reproducing conventional advertising.
Giving artists room to interpret a brief allows brands to create something that belongs in the environment around it. Something people notice, photograph, share and talk about.
The AC Milan x Emirates mural is a great example of where we want to take that idea.
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Designed and painted in Perth
Rather than approaching the wall as a traditional billboard, the creative was handed to local street artist Miser, who developed an original composition specifically for the scale and architecture of the site.
The finished artwork features AC Milan players Matteo Gabbia, Mario Gila and Mike Maignan, alongside an Emirates Boeing 777 and elements connecting the two global brands.
Miser was joined on the wall by Art By Row and Cale Hummerston, with the team bringing the 210m² artwork to life entirely by hand.
From the initial sketch and scale-up through to the final details, the process was as much a part of the campaign as the finished wall.
Credits
Client: AC Milan x Emirates
Production: Made You Look Media
Artist: Miser
Photography: Jed Steele