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.
Raw photography of the EFTPOS machine.
Closeup shot of receipt dispenser.
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. 
Animated GIF showing stages of retouching for the campaign hero 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.

View more projects

Connex Campaign Hero Image Retouching
Creative retouching of the hero image for the Connex "We're all Ears" campaign for Blenheim Design Partners. Included the production of multiple images for coverage of various advertising formats.
Haymes Paint Product Retouching
Retouching of the Haymes Paint range of Ultra Premium interior and exterior paints for The Fuel Agency. Included removal and updating of the Haymes Paint logo plus clean-up and standardisation of the image backgrounds.
Nissan Juke Colour Change and Automotive Retouching
Colour change of the white Nissan Juke and automotive retouching of variant specific trim for the Nissan After Sales marketing materials. These retouched images supported the release of this car model in the Australian market.
Bayer Luna Campaign Hero Image Retouching
Retouching of the Bayer Luna Early & Late campaign hero image for The Fuel Agency. This included building the composite background image for print and digital advertising purposes.
Jaguar Automotive Retouching
Speculative Jaguar automotive retouching project. Developed a single test image for a request for proposal.
Nissan Juke Automotive Retouching
Automotive retouching of the Nissan Juke product photography, for use in Nissan After Sales marketing materials.
Ishimodo Brand Promotion Retouching
Creative retouching for a Christmas card brand promotion for the Ishimodo Brand and Design Agency.
TAFE Victoria Campaign Hero Image Retouching
Post-production retouching of the TAFE Victoria campaign hero image for The Fuel Agency. Included the removal of reflections created by location shoot lighting.
Glove Photo Retouching
Product photography retouching for Mark My Words Advertising's client, Vileda.
Whirlpool Stella Washer & Dryer Retouching
Retouching of the European Stella range of washers and dryers from Whirlpool for the Ishimodo brand design agency. Included product localisation from French to English, clean-up of image backgrounds, and minor colour changes.
Back to Top