You've only got a few seconds to catch someone's attention with a billboard. Too often people make the mistake of cramming them full of stuff that nobody has time to read. In this recent fitness club billboard campaign, I designed action packed one-word visuals. The giant action word paired with a dynamic image grabs focus as well as states what the ethos of the ad is about at the same time. They are also easily recognizable as a series.

On the production side, the challenge for a campaign is usually the image. With only a day or two to produce, photoshoots are rare, which means using stock photography and doing something unique with it. You may find one cool image, but it never works out that you find all four that will work together. To match images into a campaign some heavy photoshopping is required. Adding pieces of hands and limbs, styling hair...things like that. In this particular case, only two out of the four were high contrast b/w images, so the others had to be modified. I finished up the look by throwing some texture on the type, and a watercoloury background.