Giving "Liberty Leading The People" a new perspective

Qualcomm

A gigantic billboard at the Louvre that enables everyone to imagine new perspectives technology can bring to the world. ( Qualcomm technologies included )

The brand asked Air to design and produce not only the largest poster in France – 1135 m² – but in front of the Louvre Museum no less! 
We wanted to solve the paradox of Qualcomm:
the brand is leading a real technological (r)evolution. And no one knows it.

 

“Among the museum’s historical/artistic heritage, it was Eugène Delacroix’s 1830 revolutionary masterpiece, Liberty Leading the People, that inspired us. So, we decided to come up with a modern version of it, but from a new angle. Imagining the back of the painting allows us to symbolise both the digital revolution that Qualcomm is enabling, Its position as a leader advancing the world forward, and to give it a visibility that the very nature of the technologies it develops does not produce.

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