Christmas marketing illustration
Towards the end of the summer Cyclist magazine contacted me as they were readying their promotional marketing materials for the coming Christmas season. They commissioned me to produce a bespoke illustration based on their concept to adorn all of their festive subscription-based content.
The brief required I draw a Santa Claus set against moonlight as he flew threw the sky, only instead of the traditional winter coat and sleigh, he ought to be very trim in lycra and riding a magical bike. I had to ensure the illustration was designed with versatility in mind, as its intended placements varied greatly from tiny online banners to large magazine pages. To do this I chose to contain the focus of the art within a square boundary against a lot of negative space. The final artwork was styled similarly to that typically found within the magazine's spreads, and to help push the campaign creative further, I submitted the campaign strapline "Oh what fun it is to ride" for consideration. The team agreed to use both my illustration and copy idea.