Ad Campaign for "Manpower on Demand"

Shown here are 4 illustrations used for advertising purposes ordered by a large german company which acts as an agent in providing qualified and skilled manpower to companies and institutions in sudden demand or on a temporary basis.

Advertising is done in trade publications, topic related magazines and on billboards.

Text is origanally in German. I translated it to make the subject a little more understandable.

workman nurse engineer Electrician Industrial painter manpower Jobs professions Qualified Personnel Skilled Personnel Specialists

Illustration

The following pictures show how I go about initially drafting then drawing and further on illustrating my ideas.

As in this case my customer didn't have any ideas of his own and trusted in me to come up with some great images. He gave me free rein in visualizing my proposals.

I usually first picture the entire image in my mind, the entire concept if I'm doing a series of illustrations. Then, how I want to position the single elements, main features and illustrate the protagonists and their gestures. In this case workers, working people and hospital personnel. What I picture in my mind, I draft roughly on paper.

I'll show you what I mean in consecutive steps:

Initial pencil drawing. I knew I wanted a 4 layer illustration. 4 layers meaning

1) an element right up front. 2) the main image. 3) a graphical element just behind the main image and 4) the backgroud strongly unfocused.

I was'nt content with the initial gesture and changed my mind. The layer up front was not given. So I had the nurse put on clinical gloves. This way I had part of a hand coming out towards the viewer. Roughly added the background colors.

Slowly defining the background elements in a intensive care room.

Finishing off background. Roughly starting to color nurse's wear.

While going on I sometimes change things I'm not quite content with. In this case the nurse's wear. As the third layer I added the image the nurse is actually looking at - the ECG diagramm to make it visible to the viewer.

Determined light sources, set shadows accordingly. Refined all elements and colors.

Or in the case of the industrial painter (same procedure as with the nurse);

At the very beginning of this project it was'nt quite clear to the customer which professions should be represented in the ad campagne and thus illustrated. Therefore I initially went through a phase in which rough sketchs had to be drawn and presented for internal consideration. Here are a few, again shown in stages of production: