Renowned AR artist Bonito ‘Don Dada’ Thompson and students from Edna Manley College of the Visual and Performing Arts have joined forces to create a mesmerising augmented reality (AR) mural.

AR seamlessly integrates digital elements into the smartphone camera, giving the illusion that virtual content is an integral part of the physical world. Commissioned by Pepsi Cola Jamaica (PCJ), this initiative stands as a pivotal element of its ‘Blast Your JamaICAN Flava’ campaign, focusing on empowering the youth. The eight-foot-high mural, located at the intersection of Don Head and Hope Road in St Andrew, is set to captivate passers-by.

Luz Tejada, commercial manager at Pepsi Cola Jamaica, expressing her excitement about the project, said, “The ‘Blast Your JamaICAN Flava’ campaign draws inspiration from the vibrant and diverse cultural tapestry of Jamaica. At Pepsi Cola Jamaica, we believe in celebrating the unique Jamaican spirit, from its music to its art and its people. We want to amplify the voices of Jamaican youth and provide them with a platform to express their authentic selves.”

“To the Jamaican youth and the broader community, we want to convey a simple yet powerful message – your voice matters, your culture is your strength, and your creativity can transform lives. We encourage everyone to engage with the AR mural and the ‘Blast Your JamaICAN Flava’ campaign. Let it inspire you to celebrate your Jamaican identity and embrace your unique flava,” she continued.

This collaboration marks the second mural commissioned by Pepsi Cola Jamaica, following the success of the first in 2019 for its Jama I Can campaign, also created by students from the Edna Manley College of the Visual and Performing Arts.

The project adds to Jamaica’s vibrant street art collection, solidifying the country’s status as a hub of innovative and culturally significant art. The AR experience for the mural is set to go live this Sunday, November 19.

In this cutting-edge initiative, the ‘Don Dada’ of three-dimensional art, Bonito Thomas, serves as the principal designer responsible for the initial mural design. Infused with his unique artistic vision influenced by Dancehall culture, Thomas collaborates with students from Edna Manley College, guiding them in bringing the vision to life through paint.

The AR aspect comes to life when viewers scan the QR Code embedded in the artwork using their phone’s camera, activating Thomas’s immersive use of AR.

“I’m truly excited to embark on this artistic journey with the talented students of Edna Manley College. Collaborating with these budding artists brings the project a fresh perspective and energy. Through the canvas of augmented reality, we paint not just images but a fusion of Jamaica culture and technology that comes to life,” said Don Dada.

During a workshop at Edna Manley College, Don Dada and the students explored the intricacies of AR in mural art. Kimberly Jones, a second-year visual communication student, shared her enthusiasm about participating, “Being a part of this project is an exciting opportunity, and we are so happy to have been chosen to contribute to such a significant project.”

The initiative extends beyond the Hope Road mural, including another in the Jungle community of West Kingston. Dancehall artist and Pepsi brand ambassador Romario ‘Laa Lee’ Ricketts will provide the vision and message for this mural, ensuring its authenticity to the community.

“As a youth from Jungle, now working with a brand as big as Pepsi, I’m honoured they’ve chosen to do a mural here and asked me to contribute to the messaging. I want to inspire our youth to believe that they can achieve anything they set their minds to no matter where they’re from,” declared Laa Lee.