Fifty-one years after Andy Warhol developed his iconic series, 32 Campbell’s Soup Cans, Campbell’s is paying tribute to his work by introducing limited-edition cans of their Condensed Tomato Soup with labels inspired by his work. They are promoting the new cans with a special installation in London (see above). Stuart Murdoch, the artist behind the piece talks to us about working in corporate sculpture.

How tight are the briefs you get from clients? Do you ever have to compromise your creative vision?

The proposals vary from fully formed ideas to a notion of what they want, which we then expand upon. The degree of creative input varies considerably but my training at the BBC, and working life since then, made me understand that creativity is not about insisting that your vision is the only way forward. The collaborative process can sometimes result in something far more interesting.

How do you come up with new ideas and do you ever get creative block?

An initial idea always comes when either discussing the brief with the client or reading a proposal document. Occasionally that first idea becomes the final piece but usually the ideas float around for a while until you realise a way to make the piece much better. The impending deadline for completion can hone this period considerably and doesn't allow for creative block.

Pimm's deck chair by Stuart Murdoch

When and how do you work best?

I sometimes do my best work in the early morning; for the rest of the day I’m constantly striving to reach that same standard and clarity. Thankfully, with work of this nature there’s no daily routine. Some projects have their monotonous moments but they are never routine. 

How did you get into doing commissions for brand campaigns and events?

After art school I was offered a three-month temporary post in the BBC's visual effects department. That became six months, and then nine, until I finally left eight years later with three colleagues to set up an independent special effects company working mainly on commercials and feature films.

Following a move from London to Cornwall in 2004, I was approached by a fellow sculptor to undertake a piece of work for Coca-Cola for their campaign on recycling aluminium. Recognition of that work led to more commissions from other PR companies and my client base has continued to expand.

What’s your advice for sculptors looking to break into PR?

The crucial thing is to remain determined to succeed even when all the odds appear stacked against you. It’s a quality that other people recognise and sooner or later somebody will give you a chance. Always remember that your work has a worth, say yes to every opportunity – you never know how many new doors it might open – and bear in mind that the harder you work the luckier you'll get.

Stuart Murdoch with his Andy Warhol soup can sculpture 

In Focus: Designing a Warhol sculpture for Campbell’s Soup 

When the Campbell's commission was first discussed we initially came up with two variations upon the same theme, one flat, the other round.

It became obvious to us very early on that the cylindrical shape, echoing the can, was the best way forward. The shapes, patterns and positions of the surface detail align themselves in the greater part to those of the design of the original can.

Practical considerations like budget, ease of transportation, installing and dismantling all add to the creative process without diluting the original idea.

Campbell’s Condensed Soup is available from all major supermarkets.

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