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Client supplied art was left in the original 4x5 sheet film format for added interest. Film was "notched" to allow background to show through.

Sheen was added to the RWL tire, creating a “wet” look that also increased contrast.

Other tricks included making sure open area between spokes was knocked out, and inner portion of wheel that shows through was darkened slightly to add more separation to foreground.

The vehicle was manipulated using tilt, skew, and scale to simulate the effect of a sidewalk sandwich board, including the distorted cast shadow.

The background color contrasts with both the art and logo without dominating the message.


concept, copy, imaging by john siebenthaler
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