The idea for this Guild Group direct mail DL flyer was simple but highly original. An EFTPOS machine with the tagline of "Paying too much on EFTPOS fees?" on the screen. Above was a small tab with "PULL HERE". When the reader pulled on the tab, out came a receipt with Guild's competitive offer. The Fuel Agency had photography from a studio shoot and needed a final composited image without branding and edited to suit the DL print size. Stephen was able to clean up the raw images and take off any identifying marks. He extended the length to fit a DL format and increased the screen size to integrate the tagline. The outcome was a clean, highly polished piece of retouching ready for use in this unique direct mail campaign.
Art Direction: Rod Clausen – The Fuel Agency
Retouching: Stephen Franklin
For the final retouched hero image seen here, the length of the EFTPOS machine needed to be extended to match the dimensions of the DL mailer.
Raw photography of the EFTPOS machine.
Closeup shot of receipt dispenser.
Branding plus any blemishes were removed in the initial retouching, and a secondary photo of the receipt dispenser was composited into the top of the main image.
A build-up of the retouching showing clean-up of the supplied photography through to height adjustment and placement in the final layout.
The final retouched image was place in the layout at the full height of the DL flyer.
