Picture Perfect Hamilton Unveiled in London

ADI provided their iCONIC 15 mobile LED screen for the unveiling of a giant portrait of Lewis Hamilton in London yesterday.

The iCONIC 15 next to the huge painting ADI were contracted by M&C Saatchi for their client Reebok, for whom Lewis Hamilton is a Global Ambassador.

The giant portrait was unveiled by the iconic London landmark of Tower Bridge to celebrate the sporting star’s fantastic year. Contemporary British artist, Ian Cook was commissioned by Reebok to create the giant portrait of Hamilton using his own unique style known as ‘Auto Drawings’; instead of conventional brushes Ian creates his images by dipped small remote controlled cars in paint and driving them across a canvas!

Commenting on the giant painting from Sao Paulo, Lewis said, ‘It’s a remarkable achievement to create a painting on this scale using remote control cars, and even more remarkable that it looks like me! I just wish I had a space big enough in my apartment to hang the painting.’

The 8 x 12 metre painting covers an area of 96m2, the equivalent of two double-decker buses, and will be on public display by London’s Tower Bridge over the final weekend of Lewis’ season.

Lewis Hamilton fans will then be given the chance to own this unique piece of art with the painting being auctioned off on eBay. All proceeds from the painting will go to the Lewis Hamilton Foundation, a non-profit organization focused on improving the lives and opportunities of children and young people who have a dream and are living in ill health or poverty in the UK, Europe and developing countries.

Work in progress a few days earlier Between Monday 20th October and Tuesday 28th October the painting was created live from a makeshift artist’s studio based at 58 Regent Street, London, only a few yards away from one of the cities most famous landmarks, Piccadilly Circus. A total of 17,500 members of the public saw the portrait created before their very own eyes, with artist Ian Cook using 50 different remote control cars to complete the painting.

ADI’s iCONIC 15 screen was positioned alongside the giant painting at Tower Bridge and was used to playout accompanying DVD content throughout the day. This included Lewis Hamilton’s thoughts on the painting, in an interview from Sãao Paulo where he is hoping to be Formula One’s youngest ever champion at this weekend’s final Grand Prix of the season. Other content included clips of the painting in progress and members of the publics’ reaction to it, with sound played out through the on-board Bose sound system.

Nick Parker, Business Development for ADI, commented: “It was good to be involved in such an unusual and impressive occasion, and is just the kind of job that the iCONIC 15 is designed for. We all wish Lewis the very best of luck at this weekend’s Grand Prix!”