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.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/6a2a263f-e222-4e83-8ade-cb5102eb0a72_rw_1920.jpg?h=7bd2d1a173503e5b7ac81644d4c61034)
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.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/d1e00d86-974f-4e84-929d-c7b92c956f4d_rw_1920.jpg?h=7665fa9de98e56b48a21ca42c52a03f7)
iPhone screenshot of the brief supplied by the client.
![Stock illustration of apple with measuring tape wrapped around it.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/1291f26d-23f1-468c-8dc7-8735bbd6476e_rw_1920.jpg?h=400ee5746c4e6cf14375f07e183bac74)
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.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/92c5c9fb-061d-4b5e-b147-1cb7a1383902_rw_1920.jpg?h=a934a488afe81640972c4f8988cbd831)
The finished hero image was created at high resolution for use throughout the print and digital campaigns.