The Diesel agency provided a clear brief for Stephen to execute. Show the 0% figure tightening its waistline with a measuring tape, supporting the main copy line for the campaign - “We’ve been working on our figure!”. From a rough mock-up, Franklin used the bespoke Xerox Sans Bold font to create the initial shape of the 0% figure, warping the character, adding reflections, and shading to create a 3D effect. He combined this with a measuring tape taken from a piece of stock artwork, simplifying it to remove any discernible clutter. The outcome was a clean graphic that quickly communicated the tagline for the campaign with a clear visual impact.

Art Direction: Toby Blacker
Copywriting: Rod Clausen
Illustration: Stephen Franklin
Purple zero percent figure with measuring tape wrapped around it squeezing the character into a thin shape.
Stephen added subtle highlights and shadows to the zero percent figure and yellow measuring tape, enhancing the depth of the illustration.
iPhone screenshot of the brief supplied by the client.
iPhone screenshot of the brief supplied by the client.
Stock illustration of apple with measuring tape wrapped around it.
Stock illustration of apple with measuring tape wrapped around it.
With the brief in hand from the client, Stephen chose a stock image with the right look and feel of the tape measure needed for the illustration.
Print campaign poster with the hero image in place.
The finished hero image was created at high resolution for use throughout the print and digital campaigns.

View more projects

TAFE NSW Snakes & Ladders TVC Illustration
Snakes and ladders illustration used as the central prop for a TAFE NSW television commercial. Final artwork was produced at a size of 3 x 3 metres and used on set. The largest snake was later animated and composited with live action to complete the ad.
Humpback Whales White Sash and Sacha Illustration
Digital illustration of a mother and calf Humpback Whale, White Sash and Sacha, sighted and named by The Oceania Project during their research expedition in Hervey Bay, Queensland.
Merrilake Promotional Calendar Illustration
Stephen's contribution to the Merrilake agency’s promotional calendar. He was requested to respond to the brief "Merrilake Illustrators are not just bums on seats!" in the style of his favourite artist. Salvador Dali's "Sleep" was Franklin's inspiration.
Coco Pops Back of Pack Illustration
A promotional back of pack illustration for Kellogg's Coco Pops cereal packaging.
Escape to Luz Illustration
Cover illustration for the Escape to Luz promotional brochure.
Campaign Mascot Character Illustration
Creative direction and digital illustration of a mascot character for a below-the-line marketing campaign.
Microsoft Windows Server NT Image
Cover illustration created for a Microsoft Windows Server NT sales brochure for the Frontline agency, Sydney. 
Kellogg's Froot Loops Back of Pack Illustration
A promotional back-of-pack illustration created for Kellogg's Froot Loops cereal packaging. Included the digital creation and preparation of the finished image for use in the packaging artwork.
Back to Top