This was the first print ad the Killer truck Co ran and was the first marketing they did for the brand. The focus was to be purely on the product (truck), and introduce people to the brand. In doing so I chose to shoot the truck on a dark background using lighting to punch it out of the page. I also decided to go big on the logo placement so as to drive it home amongst people who saw the ad. Feedback on the ad was great, and even the magazine editor presumed that Killer was a big well established international brand when we submitted the ad.

This was one of those crazy jobs that come in at the last minute. Greg from the Riot called me on a Friday morning to say they had taken an ad but that the deadline was later that afternoon. I had nothing to work with and was busy until 4:00pm with other projects. The guys from the Riot are my good friends though and I couldn’t say no, so I told him if he could get me a brief and material to work with by 4:00 I’d do it. Well 4:00PM rolled around and all Greg had managed to scrape together was a pic of their team rider Tim Dell. He had no copy, no brief, and no product info for me to push. With the little time I had left I decided to do an ad that reflected what the Riot was all about, and sell readers on them as a shop instead of something they sell. I came up with some copy that tied Tim Dell and the shop together and used some colour washes behind the copy to mirror the print on Tim’s shirt. At the time it was such a rush job I didn’t have much time to think about it, but looking back on the ad I really like how it came out.