Click to enlarge

 

Client: Smirnoff - Times Mirror

Agency: Rudnick & Miano

Description: Photo-illustration for Smirnoff sweepstakes ad

Software: Photoshop, Live Picture and Illustrator

Production Notes: Our design staff created this successful campaign for Smirnoff. Lowe and Partners and Site One provided an 8"x10" transparency of the Smirnoff unretouched bottle. After our photo shoot, I chose two chromes for the ad. I positioned the large background scans in Live Picture using a scanned layout as a guide. I worked on the bottle and stuffed marlin in a separate Photoshop file and merged all the elements after much of the retouching was finished.

The most challenging part of the job was making the transition from the small fish to the large fish in the bottle. After some experimentation, I decided that the fins should be the connecting elements, fusing the normal world outside, with the "fantasy" world on the inside of the bottle. I started by positioning the small fish in the man's hand. Then I stretched and bent the marlin to get it inside the bottle, and positioned the two fish so the line of their backs matched. The fish looked very plastic at first. Using reference, I gave the marlin a more phosphorescent feel. Highlights and reflections of the man and background were placed on the bottle. After client approval, I imported the file into our Quark document and prepared the files for film output. I ran the film, and produced a Pressmatch contract proof. The ads were placed in many magazines, so I had to create a large bleed so the art could be repositioned in many sizes.