Release the Kraken Outdoor Campaign

The original 'Release The Kraken' campaign creative had been a highly successful campaign, however it had only been seen on the London Route Master bus, as wraps and on specific outdoor sites around the capital. So Oink, the originators of the concept and designs were tasked with expanding the creative across the UK and repurposing the creative concepts and designs across 9 regional bus companies, which posed a whole new creative problem. I was brought in as a Senior Art Director who had excellent Photoshop skills as well as design, problem solving and in depth production knowledge to help them with the tight deadlines and to get the job over the line. 

The client wanted to keep the creative as close to the original as possible which was tough as the buses were all different colours and shapes. To start with, we only had photographs and a grid to create the livery for each bus - which was a job in itself. We then had the problem of all the elements fitting on each bus in order to the same awesome effect as the original. Finally due to the size of the files, we had to work at a 10th scale and then use some magic to get the files to the correct resolution.

All in all it was a fantastic job to work on and highly rewarding. Bringing lots of my skills that I've
accumulated and honed over the years to one place, to produce, what I hope you'll agree
are some stunning creative results.
                                                                                                

 Oink
Art Director 
Art Direction • Illustration • Retouching • PSD Build • Print ready Artwork