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Craft Ads is a new Pasadena-based company seeking to bring back the art of hand-painted commercial billboards to Greater Los Angeles.Billboards used to be painted by hand, until around the 1990s, when new technology replaced the more expensive and time-intensive practice.David Lawrence and Amber Easton started Craft Ads earlier this year to beautify the L.A. skyline, one billboard at a time."There was a time when all of the ads were hand-painted and it made for a more delightful experience.
Lawrence went into the mural industry — which produces large scale advertisements on walls and the sides of buildings — focusing on studio art production and color mixing."I noticed that nobody was doing hand-painted billboards. And it sounded like such a beautiful kind of synthesis of everything," he said.
For the longest time, these billboards were painted by hand — until about the 1990s, when new technology rendered the practice obsolete.Richard Hamlin is a Los Angeles-based lawyer who for decades has worked in law governing billboards. He remembered when these giant advertisements were still being done by hand.
Once the paper was put up on a billboard, workers would"puff charcoal through the holes in the paper" to get an outline of the image for it to be hand-painted by somebody on a cherry picker.Hamlin also pointed out this factoid: Inside the entrance to the room where they hand-painted billboards at the Foster & Kleiser plant in Los Angeles — a pioneer outdoor advertising company — a sign stated,"Through these doors walk the greatest artists on earth.
He then settled on another process that would preserve the bespoke quality by essentially hand-drawing a smaller scale of a billboard ad, then scanning it and blowing it up.
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