Smart Plans

Working with creatives to develop the Art direction in a campaign for EE Smart Plans. The concept was to show the same person enjoying the different benefits of Smart plans and that you can change between the benefit you enjoy.

My direction was have the person front and centre, using the brand colours to split between the two benefits.

From the initial art direction some scamps where developed to present the idea to client, pushing the split futher I decided the main copy should be split across the two sides, emphasising the change. I was then involved through the full process from shoot, to retouch and stitching the images together and finally production.

SKILLS:

Art Direction, Print

CLIENT:

DATE:

2019

The Shoot

The shoot presented a unique challenge, we wanted to have the main visual be the person split showing the benefits you get. This however meant we needed to get the two separate images to align. So while on shoot I created a mockup that would allow the first image to be placed into an overlay so we could then see how the second shot was lining up as we took them.

Retouch

Once we had the images, it was time for retouch, I worked with the retouch to refine the images, color correcting, remove any flaws and enhancing parts of the image to really give them definition as these details would matter once the image is blown up for OOH. There are a lot of back and forth but ended up with some beautiful images that could be used on their own.

Final Design

With the images retouched and combined, we added in the branding. The output was a bold visual that really got across the use of the benefits. The design was put into all the OOH formats and used across social media channels.