The making of the Don’t Fight campaign for Megacard

Figuring out how to illustrate the Megacard reward program’s main benefit: you shop to collect points to pay for your future purchases.

Simplifying.

Checking out the concept in its designated environment.

Moving the text down to bring the main focus to the products. Subtitles loose legibility, calling for further text rearrangement.

Reformatting the text into direct speech to spark the interest. Searching for and finding the optimal text-to-graphics relative placement.

Scaling the items down at least twice their original size and blowing the text up.

A decision is made to make four billboards, one for each season.

Photoshooting the apparel.

Selecting, placing into the layouts, testing.

The customer disapproves of the black dress and women’s sweater. Retouching the sweater and recoloring the dress.

Introducing accessories.

The sweater is a reject, after all. Looking for a replacement. Organizing another photo session. A yellow trench will do.

Processing the images and taking extra pictures of colars and sleeves inside out.

All set.