Am I Collective MD Mark van Niekerk explains that Wieden+Kennedy had been scouring Africa for artists to create the murals in the style of 80's Ghanaian movie posters. They kept running into the lack of design infrastructure across the continent. Getting the work to and fro the Wieden+Kennedy studios would have proven problematic for many African artists outside South Africa due to lack of access to broadband. Wieden+Kennedy then approached van Niekerk after artist management agency Bernstein & Andriulli recommended the Collective. Van Niekerk says Wieden+Kennedy were convinced by a test poster to hand all 32 murals to his team to create.
It took nine people three months to create the final murals which effectively meant that half the studio was booked out between December and February. But the end result speaks for itself as is obvious from the depth and attention to detail witnessed in each of the murals.
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