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
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.
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.
The finished hero image was created at high resolution for use throughout the print and digital campaigns.
