THE DE­SIGN BRIEF

Computer Arts - - Projects - Thomas Dan­thony

The Scot­tish gov­ern­ment got in touch via Leith agency in Ed­in­burgh, about their new sum­mer cam­paign for road safety. The punch­line for the cam­paign was ‘Ev­ery two min­utes a driver gets pulled over. Don’t spoil sum­mer. Don’t drink and drive’. Along with a ra­dio ad, they needed three dif­fer­ent posters, which were to be used for bill­boards, news­pa­pers and mag­a­zines.

The agency wanted the poster to be ‘a con­tem­po­rary ver­sion of the bril­liant old travel posters we used to get’ and they thought my style could cre­ate the right at­mos­phere.

It needed to be very sum­mery, with bright and vi­brant col­ors. They al­ready had pre­cise ideas for each poster re­gard­ing the com­po­si­tion and the sce­nar­ios: ‘a guy in a cell, look­ing like he is rest­ing on a lounge chair on the beach, ex­cept that he is in jail’, for ex­am­ple. I usu­ally work with a lim­ited pal­ette of colours, so the brief was also push­ing me slightly out­side of my com­fort zone, which is al­ways some­thing in­ter­est­ing in a pro­ject. With a bit more than a week for the whole pro­ject, it was a tight dead­line, so quite a chal­lenge for me to com­plete the posters in time.

STAGE SIX I had to make a few re­quested changes - for ex­am­ple, to re­move the toi­let lid in the prison cell

STAGE FIVE When the sketches are locked down I pol­ish the il­lus­tra­tion. It takes quite a while, as I am a per­fec­tion­ist

STAGE ONE If I need to draw spe­cific things, such as this breathal­yser, I look online for ref­er­ence im­ages

STAGE TWO I like ex­plor­ing dif­fer­ent views at a pro­ject’s early stage

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