**Fluorescent Yellow, meet Cliff.** Showcase approached us to create the campaign for their 2018 tradeshow. Working with an already established logo and typestyle the brief called for a fresh way to reference the land and heritage of Ireland whilst remaining in the present. As this is an ongoing theme for Showcase the challenge was how to combine the contemporary with the traditional in a way that hasn’t been done on this platform before. For the hero image we draped a modern Irish girl in a ‘McNutt of Donegal’ wool blanket and placed her in a rather large geometric fluorescent yellow frame on the side of a cliff. Textures of the land mixed with an otherworldly yellow created the balance of old and new and worked seamlessly across all outputs. Our approach to product photography was very contemporary but included the textured surfaces needed to warm each shot. The box, frame and textures were carried over to the internal exhibition, designed and created by Roji. Deliverables: Art Direction, Print and Digital Outputs, Foyer/Entrance Design.
