Agency:  Saatchi Masius London

Client:  Fidelity

Art Director:  Graham Sherlock

Photography:  Michel Groot

Post-production:  Michel Groot

Our fare's fairer

An interesting project and a little challenging given 2 days to do it!

Again a very expensive stock, exceeding the clients budget. The artwork needed more detail. Due to the nature of this Heathrow express campaign, the visual could not represent London cabs or a known UK taxi meter due to legalities.

I was asked to re-shoot everything with non recognisable -taxi elements.

De-grade it to not look perfect but still informative enough to create a clear message in a tight crop...(see the ad in the stages)