Los Angeles is known as the mural capital of the world, but over 60 percent of murals have vanished over the years. NVE was tasked with showcasing El Pollo Loco’s commitment to Hispanic heritage by reviving lost murals from prominent Hispanic muralists in Los Angeles.
The first step in bringing this concept to life was identifying the appropriate muralists and artwork locations that we would be reviving. To accomplish this, we worked alongside NVE’s Brand Strategy department to identify 3 prominent Hispanic muralists who each had artwork that was destroyed over the years.
After the muralists and artwork had been selected, we went on location to take location photos to be used in the AR image detection. We used these reference photos along with reference images from the original murals to remaster the original artwork and map it onto the current location architecture.
Using AR, we restored iconic murals by Latino artists in their original locations that had been painted over and forgotten. Leveraging Snapchat’s AR technology, participants were able to point their phones at an exterior wall to reveal the vibrant street art that once lived there. The official YouTube video garnered over 160,000 views.