Upscale art supplies chain London Graphic Centre, whose flagship store is in Covent Garden, explains Abbott Mead Vickers BBDO art director Aaron Adler, wanted a "brand poster campaign that positions it as the destination for high-quality art supplies. While its prices are competitive, LGC doesn't consider itself to be competing with the discount supply stores the work is intended to attract the best artists, illustrators and design firms in London." Though LGC sells much more than just paint supplies, he adds, "the campaign uses paint as the symbolic medium of an artist. Arranging paint color chips into a specific sequence creates an image of a masterpiece we're all familiar with." However, "it was more difficult than we thought to find images that could be recognized. A lot of famous works of art are so busy or have so many characters, they didn't work. Nothing in the Sistine Chapel would work. No Picasso would work, nor anything from Abstract Expressionism. And forget about Victorian Neoclassicism."