The photo of the climber swinging through the air caught my attention instantly. His body language, positioning, and expression gave me the super-hero vibe, which led to the campaign concept. I scoured the internet for super-hero photos, most of which follow the modern trend of dark and gritty. While in its own context, the dark and gritty look works, it wasn't a fit for what I wanted to do.
Ultimately, the Spiderjack 3 is the star of the campaign, so I desaturated the photo a bit, and boosted the contrast, in addition to a few other slight tweaks. The end result was a tough, gritty photo, that doesn't feel ominous or steal the show.