Fuga Fuga Case Histories

Simply Put—Goldcrest Liberate Land
In the middle of the short summer of 2008 a client phoned and asked us to create a recruitment campaign to attract Graduate Land Developers to their business. At first glance there was nothing particularly unusual about this request—but when you are dealing with a business at the cutting edge of land development and one that goes to market with the by–line of “Simply Put—Goldcrest Liberate Land”, you know that you are going to need to be very creative very quickly!

The brief was to create an advertising campaign that will attract graduates with a sense of adventure, a campaign that leaves them in no doubt about what will be expected of them and one that personifies the ethos behind “We Liberate Land”. The budget was reasonable but the deadline was very tight, and all our initial concept designs for the adverts were leaning towards a complicated studio–set, photo shoot.

Fuga always goes the extra mile
This is where Fuga sets itself apart from others as if our ideas fit the brief and our clients like our concepts—we will make it work. So on a very sunny day we collected four members of the London Goldcrest graduate team and along with a number of flags we’d already had made, we headed down to a location scouted out earlier in the week along the South Coast.

Nothing about the weather on that day was helpful to our goal, with brilliant sunshine and very little wind the chance of getting an image that was going to make our life easier was practically impossible. The only aspect of the location shoot that worked in our favour were the Goldcrest team members themselves – with nearly a hundred photographs taken in about 85+F, these guys were a testament to the Goldcrest work ethic, crystallising the CEO’s vision and HR directors requirements for future employees of the business.

Fuga Artists—NOT photo retouching, this was a painting!
The results of the location shoot were brought to the studio the next day and when we put the images on the screens, we quickly realised that we were only going to be able to use these images as a template to digitally hand paint the final AW—36 hours later it was done, the copy written and the advert artworked ready for print.

Procedure:

• concept designs presented to the client that met the brief
• approval on the final concept by the client
• write the copy for the adverts
• scout out locations for the photo shoot
• organise the models for the shoot (in this instance the Goldcrest team)
• create AW for props and get props made
• schedule the location shoot with the photographer and models
• shoot day—this usually takes most of a day
• images delivered to the studio
• digitally paint final high resolution image for the advert (2.5 days)
• create AW for the adverts
• get final approval from client
• make client amendments to copy and image
• deliver final AW to publisher

If you ever find yourself looking for a “marketing & design” company and wondering how you differentiate between the services available, consider this: one type of company will search photo libraries and deliver to you the best compromise that they can find and then try and convince you that it is acceptable ... and the other type of company (like Fuga) will first think about your company and your requirements, then deliver the appropriate solution and make it work.