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January 15 2018

PHD and Volkswagen daub the new T-Roc in graffiti


Artist and influencer, Belin, paints giant street canvas of new VW T-Roc for grand unveiling


PHD and Volkswagen launched the new VW SUV this week by engaging graffiti artist Miguel Ángel Belinchón, better known as Belin, to paint the T-Roc on a giant canvas displayed in Madrid’s Gran Vía this January.

Under the banner ‘Solo Uno Único’, Volkswagen selected Belin for his particular post-neo-cubist style, unique in the world of graffiti, to design the large canvas exhibited in the crowded Gran Vía of Madrid.

Belin had the unique challenge of painting the new VW T-Roc on a canvas of over 3 m x 4 m in just six hours. Belin declared he has never painted those dimensions in such a short time before:

“When a brand like Volkswagen poses a challenge like that, I know I can not disappoint…I knew I would feel the pressure, but I always trust me, I know I can. As Picasso would say: ‘Each frame, each rhythm, each color is a battle. A battle against oneself, against painting.’ It is always like that when I paint, and the enjoyment comes at the end when I finish,” says Belin, who displayed such mastery of the spray in capturing every detail of the T-Roc.

The communication action of Belin’s collaboration with Volkswagen consisted of two parts. Firstly, a video the artist shared on his social profiles, where his fans can enjoy watching him paint the new VW T-Roc and observe the whole process Belin goes through, accompanied by inspiring statements about his trajectory as a graffiti artist and what it means for him to paint something unique. Secondly, the canvas was exhibited in Madrid’s Gran Vía, at the top of Plaza de Callao, with many unsure if it was a photo or graffiti. To generate more anticipation, the canvas was erected in three phases – the first was unveiled on January 2, with the entire canvas not shown until January 8. From the first reveal, anyone curious to know what was hiding behind this mysterious canvas could discover it through a bidi code located on the first exposed canvas.

You can view the video here:

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