If you suddenly notice the sidewalk ahead has split open to reveal a subterranean chasm with zombies crawling from it, perhaps you should run away screaming. But wait just a moment. Those zombies are not moving. And do they seem a little chalky to you? Of course, the image is nothing more than a clever example of 3D chalkart designed to trick the eye into interpreting 2D sidewalk art as three dimensional objects.
3D chalkart is based on a trick of perspective long known to artists called anamorphosis. This means that, when seen from a certain angle, the chalk image appears to occupy three dimensional space. Cool and eyecatching, 3d chalkart is sure of attracting crowds wherever it appears. People want to photograph it and be photographed with it. They want to make videos of the artist at work. And, of course, they want to share those images online at sites like Facebook, Youtube and Flickr. No wonder marketing companies have been quick to spot the potential of incorporating 3D chalkart in their campaigns.
While much amazing 3D chalkart has been created without permission and without objection, if you are creating art as part of a marketing campaign, it makes sense to check whether you need to obtain permission before you begin. This is particularly true if you will be working in a busy area and wish to cordon the space off.
Encourage people to take pictures by showing them the perfect angle from which to view the image and suggesting ways in which they can pose with the 3D chalkart image. Not everyone carries a camera, so you could also have your own photographer there, so that people can download pictures of themselves from your website.
3D chalkart is a vibrant and memorable way to create a buzz around a product or service. Remember it is not just the artwork, but also the creation process itself that will stir the curiosity of passers by. So why not film the artist at work and upload the video online? In that way, people can see how the image was created long after the chalk has been washed away.