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A graffiti artist whose resume includes Tom Clancy video games and Reebok yoga outfits has reimagined the classic Ralph Lauren polo shirt as part of a new outdoor art installation for the brand.
The street artist, known as ELLE, is part of the summer campaign that spans New York, Chicago and Dallas, where three giant and selfie-ready murals rolled out this month.
The out-of-home campaign also includes work from artists Steve Hunter and CERA, and each piece is enabled with augmented reality animations via a Snapchat code to encourage consumers to spend time engaging with the brand and the images.
The pieces “feature a polo horse activated by Snapchat AR so that a pony blasts out of the painting and allows users to toggle the colors in the image,” the brand explained in a blog post.
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