THE DESIGN BRIEF
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