A creative brief given to work with was to pick a feature of HomeFix ( a D.I.Y store in Singapore ) and create a campaign based on their USP. The chosen feature was that HomeFix had free tutorials at their stores for the benefit of their customers. 

The following piece was a print ad for the HomeFix Campaign. The concept was derived from the truth that without the proper knowledge to use a utility tool, it can turn against you by accident and lead to further fatalities. 

The Scorpion in the ad represents the dangers that common house-hold tools such as drill-bits and drilling machines posed, if not handled properly. 

The entire body of the scorpion is composed of individual images of power tools, drilling machines to be specific, and drill bits to produce a vicious image of the threat that these tools stand to cause. 

An initial draft with the original colors of the scorpion still intact, was rejected due to its eye-catchy & friendly, toy-like appearance.