JEDDAH – Pepsi officially announced Tuesday its global creative curation, uniting the exciting worlds of photography, street art and sport to celebrate “The Art of Football” as part of the brand's 2014 football campaign. Combining world-renowned photographer Danny Clinch, six of the world's leading street artists and some of the globe's best footballers, including Leo Messi, Robin van Persie, Jack Wilshere, David Luiz, Sergio Agüero and Sergio Ramos, Pepsi presents a truly bespoke art collection celebrating the artistry of football. The resulting artwork – six spectacular 10-foot by 10-foot canvases – was created by emerging artistic talent chosen specifically to represent the vibrancy and spirit of the global players' home countries. Participating artists include the UK's professional doodle bomber, Hattie Stewart, Argentinean urban artist, Jaz, Brazilian illustrator and street artist Ricardo AKN, Barcelona, Spain-based visual artist Zosen, Merijn Hos, visual artists from the Netherlands and Argentinean street artist Ever. “The Art of Football” collaboration brings the raw energy of street art onto permanent fixtures of art which depict the players – who last month were announced as Pepsi's global 2014 football ambassadors – in a clash of color, energy and movement to bring to life the beautiful game in a powerful, striking way. To capture the athletes' passion and excitement for the game, Pepsi commissioned lensmen Danny Clinch, whose distinctive, stark, black and white imagery of iconic subjects have earned global accolades. Clinch's images were then enhanced by the six street artists, giving the photography an unbridled creative edge, urban rawness, bold color and sense of movement. Kristin Patrick, Pepsi Global Chief Marketing Officer, PepsiCo, said: “There is an instinctive connection between artists and footballers in their energy, passion and creativity – whether it's on a canvas or a pitch. We were passionate about creating a visual language that brought the energy and movement of football to life in powerful, unique pieces of art showcasing our players in the spirit of now. These are the hero images of this year's global Pepsi football campaign and wonderfully capture our Live for Now brand ethos.” “Photographing some of the world's most rhythmic and energetic individuals in a pure and simple way was a really exciting opportunity. Their individual personalities truly come alive in front of the camera,” said Clinch. “Coupled with the chance to collaborate with these amazing artists and have them integrate their art with mine – and mine with theirs – was so creative and inspiring. This project with Pepsi was a personal must do.” Steve Lazarides, gallerist and street art pioneer who discovered world-renowned street artist Banksy, co-hosted the first unveiling of the creative collection in the heart of London last night. – SG
