new work – National Gallery.

Another intriguing brief, this time courtesy of our friends at The Partners.

To give the public a taster of what’s inside the National Gallery, The Grand Tour™ turned the West End of London into a giant gallery by lining the streets of Soho, Piccadilly, and Covent Garden with framed, life-size reproductions of some of the world’s most famous paintings. totalcontent was asked to supply all plaque copy for the project, which involved researching 45 iconic works of art and explaining each of them in 100 accessible, compelling words. The Guardian described the resulting copy as “witty... sharp, informative and unpatronising”. Deadlines were ferocious, but it’s not often you get to sell Rembrandt, Van Gogh, Caravaggio and their brothers in oils to the man on the street. Visit to see old masters in some unlikely settings.

click to download pdf.