Posted by Guy Downes on February 25, 2011 under Illustration | 
Developed ‘blue print’ illustrations to inspire an Intel Atom netbook photo shoot – final photos offered to consumer media in Asia Pacific during holiday season build-up
A final photo inspired by one of my concept illustrations
Issue:
- The build up to the holiday season at the end of the year is an important sales period for consumer electronics (such as netbooks) across Asia Pacific. With the arrival of the iPad, the consumer hardware market had become even more competitive and ‘noisy’.
Insight:
- The success of netbooks has been due to the fact they are small, light, portable, innovative and fun. Although the consumer hardware market had become more competitive, nothing has really changed with netbooks themselves, except from the fact that they have got better and better. So, in the run up to the holiday season, there was an opportunity to remind people why they fell in love with netbooks in the first place and shine the light back on their many benefits.
Challenge:
- In order to showcase the breadth of choice available to netbook consumers during the Christmas/holiday season buying period, Intel set out to commission photography that would show the Atom netbook range in an innovative, creative and shopper-friendly way in time for consumer buying guides across the Asia Pacific region. The final photos would also be used to pitch to consumer and technology publications.
My role:
- Following a creative briefing session with Howorth, a business to business, consumer technology and enterprise technology public relations agency in Sydney, I was tasked with developing a series of creative concepts that Intel could use across Asia Pacific as the foundation for their photo shoot and photography.
- A key requirement in the creative process was to highlight the small form factors, breadth of range and innovative netbook designs made possible by the Intel Atom processor.
Idea:
- My creative idea was to use the netbook form factors e.g. its angles, shape (when open and shut) and its size, to replace, create or enhance items or situations that can be found or occur in the build up to the holiday season. In doing so, and using a simple illustration style, this would remind or introduce people to the great form factors netbooks have (e.g. small, breadth of range, flexibility, fun or simplicity etc)
- The aim was that the final photos would mirror the simplicity and minimalism of the concept illustrations as well as build on them by placing them in aspirational and modern settings.
Original concept: open netbooks create a Christmas tree
Campaign results:
- The photos were distributed to Intel’s PR agencies throughout the Asia Pacific region for use when liaising with consumer buying guides and relevant media publications.
- Photos were made available to agencies in Australia, India, Indonesia, Korea, Malaysia, New Zealand, Pakistan, Philippines and Singapore.
Original concept: a thin netbook vs bags full of heavy school books
Final photo supplied to PR agencies across Asia Pacific
“Guy’s fresh thinking created some great ideas. His illustrations formed the platform for some really innovative and consumer-friendly product photography that we used across the Asia Pacific region”.
Paul Thompson, Account Manager, Howorth
Original concept: profiling the small netbook form factor
Final photo: a small netbook fits neatly into a stocking
Media coverage example:
Photo appeared in The Sydney Morning Herald's online Digihub section
*Disclosure: I used to work at Howorth before launching my own visual communication practice.
Posted by Guy Downes on February 15, 2011 under Behind the scenes, Illustration |
One of the most satisfying parts of my job is to see my work develop and move from the seed of an idea to the final outcome. I collected a few photos that chart the journey of creating ‘Mr Fix I.T.– the everyday hero for small business’.
Drawing by hand to get the rich colours and levels of depth can be intense but very rewarding. As I concentrate heavily while illustrating it’s really interesting how my mind ’opens doors’ while working for such long periods. My mind seems to dig up thoughts and memories that would never otherwise pop up in the day-to-day hustle and bustle. Perhaps illustrating is my own form of meditation.
Based around the main character of Mr Fix I.T., the little cartoon storybook highlighted how computing can be made simple for small to medium sized businesses with Microsoft Online Services. My original case study on the booklet can be found here.
Ready, set, draw! My tidy studio desk at the start
Developing the colour palette for Mr Fix I.T.
A not so tidy desk as the illustrations take shape
Where the idea began. The original butchers paper from the first brainstorm with the Howorth team.
A short but truthful message that I wrote with my finger in all the pencil shavings when the job was complete
Posted by Guy Downes on February 2, 2011 under Illustration |
Cartoon storybook highlights how computing can be simple for small to medium sized businesses with Microsoft Online Services
A collection of the printed cartoon storybooks
Issue:
- Australia’s small to medium sized business (SMBs) owners are busy people. So, finding the time to understand, select and get the best from their computing technology can be difficult. However, it’s their IT that can make one of the greatest positive impacts to their business.
Challenge:
- The challenge lay in finding a quick, entertaining yet simple and educational way to shine the light on the benefits and advantages cloud computing (also known as Internet based computing or online services) can bring to SMBs.
Insight:
- In today’s society, where people appear to be overloaded with information and seemingly with less time than ever before, storytelling with engaging imagery can be an important communication tool.
Idea:
- Working closely with Howorth, a business to business, consumer technology and enterprise technology public relations agency in Sydney, I recently helped illustrate a creative, fun and educational storybook that underscored how SMBs could take advantage of Microsoft Online Services (Howorth’s client).
- Set in the fictional town of Mosworth, the simple-to-read illustrated storybook recounted the story of Mr Fix I.T., the town’s friendly and in-demand computer expert, who helped a cross section of the town’s SMB owners with simple, cost-effective and no-fuss answers to their computing problems using Microsoft Online Services.
- My illustrations showed the characters ‘before’ (think: worried, stressed, overloaded) and ‘after’ (think: happy, productive, organised) Mr Fix I.T. had implemented Microsoft Online Services for their businesses.
- The booklet was balanced with the creative illustrated story as well as product information on the Microsoft Online Services suite, customer testimonials and a free 30 day opt-in trial for readers.
Campaign results:
- Microsoft Australia printed over 3,000 colour copies of the A5 Mr Fix I.T. storybook, which were distributed to SMB customers, partners and media.
The booklet front cover illustration: Mr Fix I.T. with the story characters
Project responsibilities:
My role involved:
- Working closely with the Howorth team to brainstorm and develop ideas that could be converted into a storybook highlighting the benefits of Microsoft Online Services;
- Helping provide feedback and ideas on the storybook script developed by Howorth; and
- Bringing-to-life the story and characters through hand-drawn illustrations using Black & White ink and traditional colour pencils.
The busy and in-demand Mr Fix I.T.
“Guy is a talented illustrator and he has really helped us bring to life the benefits Microsoft Online Services delivers to SMB customers. He has been great to work with, plus he really ‘gets’ complex technology and business issues and knows how to humanise them”.
Marie-Claire Suter, Senior Account Director, Howorth
The bustling town of Mosworth
Kelly, the accountant, before discovering Microsoft Online Services
Cool, calm and collected: Kelly after finding Microsoft Online Services
Steve, the textile manufacturer. A happy man thanks to Microsoft Online Services.
The booklets with a few open pages
Netbook, smartphone, notepad, coffee and Mr Fix I.T.
*Disclosure: I used to work at Howorth before launching my own visual communication practice.
Posted by Guy Downes on September 16, 2010 under Illustration |
I’ve just come back from a great two days graphic recording at a strategy and planning event in Melbourne. While heading back to the airport, I stopped for about 20 minutes and drew this over a quick coffee.
View from Cafe L'Incontro
The view from the cafe was a great one: the tables and chairs of the cafe in the foreground leading the eye down to a beautiful old-fashioned flower stall and letterbox. Behind this little oasis of colour and calm was the ’hustle and bustle’ of Melbourne: trams rattling and screeching, people walking with purpose in their stride and traffic nosing its way through the city. Melbourne is a great place (and one that reminds me very much of being in Amsterdam – trams, great cafe society, art, architecture, fashion and good food). I look forward to my next visit and opportunity to throw open my sketch pad.
Posted by Guy Downes on under Illustration |
…you will no doubt know that fairies like to do a ‘dance’ when a thunderstorm has passed, the puddles dry up and the sunshine re-appears from behind the clouds.
The Fairy Dance
This is my latest illustration forLondon Mums magazine. It’s great to be given a kid’s story to illustrate and let the imagination open up. And here is my illustration in the next issue:
Posted by Guy Downes on August 30, 2010 under Illustration |
The QantasLink to Tamworth: usually a Bombardier 74 seater Q400 or 50 seater Q300
Working as a graphic recorder and illustrator based in Country NSW means I fly frequently to events, conferences, workshops and client meetings in the capital cities. The funny thing is my commute, for example from Tamworth to Sydney, is now only fractionally longer than when I was working and living in Sydney. Crazy but true.
Boarding at Tamworth Airport: the view
I now travel over 450 kms in less time than it took sitting on a bus crawling down Victoria Rd in peak hour thanks to the great service provided by Qantas Link and the rail link from Domestic Terminal to Sydney CBD. If I jump on the 6:30am flight in Tamworth, I can be at Town Hall/QVB by about 7:45am. Not bad at all. Plus, on the flight, I always get a seat, friendly customer service, a coffee, and space and time to read my notes. And there’s absolutley no traffic getting to Tamworth airport.
Walking to the Brindabella turbo prop (18 seater) headed for Brisbane
I also travel Brindabella Airlines to Brisbane and it’s another great service: on time, reliable with good customer service. The plane is so small you can see right into the cockpit and you’re even given ear plugs on board to muffle the noise of the engines. The in flight catering is served up from an esky as you step into the plane – this just adds to the great experience. It’s also the type of turbo prop that when it banks left or right and you lurch into whatever direction the plane is heading (and you can’t help feel like you’re in an Indiana Jones movie).
The inflight catering delivered in a trusty Esky
One of the leading airlines had a great slogan in the early 2000’s that said: “How will your business take off, if you don’t?”. I agree 100% and flying around Australia is vital to me. Airlines like QantasLink, Brindabella and Rex are my life lines. And it’s a great way to travel – some of the views over regional Australia from the air are simply breathtaking. It beats the bus down Victoria Road every time.
On board: sketching inside a Brindabella Jetstream (30 seater)
Simply breath taking: Palm Beach from the air
Back in Tamworth where 4WDs are used for what they were designed for
Back home. Sunset view from East Tamworth.
Posted by Guy Downes on July 14, 2010 under Illustration |
Working with the Edelman Technology PR team in London, I recently illustrated what the types of people using (and not using) digital media may look like. My three fictional cartoon characters accompanied a survey press release by HP PSG on digital media evolution and usage in the UK.
The HP survey revealed that while Brits ‘are not in the Dark Ages when it comes to the progression from physical to digital ownership of media, they’re far from being Space Age’. For example:
- While 86% of the population access some form of digital media, 68% still prefer photographs to be physical rather than digital, 64% for music, 75% for films and a massive 95% for books.
My illustration brief was to ‘bring to life’ three possible digital media personalities based on generalised typologies:
- A ‘Future Head’ (approximately 16-30 years old) who is the key embracer of change, always choosing digital over physical ownership. Basically, ‘gadget-mad’.
A Future Head: crazy about technology
- A ‘Rolling Stone’ (roughly 30 to 50 years old) who rolls with the best of both worlds. They are technology literate but not obsessed and will adopt a technology only if they see a clear benefit (and usually after the ‘early adopters’).
A Rolling Stone: leading a busy life - no time to be too tech obsessed!
- A ‘Suspicious mind’ (probably 50 years old and over) who are the most resistant to technological change and still love, consume and own media in traditional formats.
A suspicious mind: nothing digital please!
It was a great project to illustrate and working across the time zones between Australia and the UK worked out really well – when the UK was sleeping, I was working on the brief.
Edelman is a big and trusted name in PR. They’re the world’s largest, independent PR company with over 3,200 people in 52 offices worldwide. In addition to being one of the leading PR firms, they are well known for sharing insights and reports, in particular The Edelman Trust Barometer. The Edelman Trust Barometer tracks trust in major institutions across Business, Government, Media and NGOs; in industry sectors; and the credibility of sources of information. The Edelman UK tech team also have a blog worth checking out if you’re interested in snacking on regular tech insights and opinions.
Posted by Guy Downes on July 2, 2010 under Illustration |
One of my (Life Considered) cartoons recently featured in an ADMA Forum Seminar white paper, titled: ‘Lift the creative performance of your next DM campaign with 8 simple steps’.
Written by Rod Smith, Creative Director and Founder at creative marketing consultancy, greenflare, the paper explores how DM creative in 2010 needs to reflect changing trends in the ways consumers process information.You can read the full version here.
'Pictures sail through an ocean of words...': my cartoon in the white paper
My ’Pictures sail through an ocean of words’ really sums up why I exist – my belief that images are extremely effective and can make connections with audiences (e.g. ‘A-ha’ moments) much quicker than words.
Rod’s executive summary of his white paper reveals some eye-opening statistics on how people behave when reading DM material. He also goes on to explain the importance of visual imagery by saying, “We’re living in a visual snapshot culture. Storytelling with engaging imagery has never been more important”.
‘Executive summary: DM creative in 2010 needs to reflect changing trends in the ways consumers process information. The success windows are getting smaller:
- in 2010, barely 18% of your list will read your DM piece. These people will scan headlines, subheads, offers, images and captions.
- Roughly half will then perform the Brain or Bin Split: a pile goes into the bin, with the remaining pile set aside for further reading. All this is happening faster than ever before.
- Our research and learnings across 2009-2010 shows you have about 12 seconds to hook into the Brain pile. If your message doesn’t scan positively, it’s game over…’
ADMA Forum 2010 is a conference and exhibition for any marketer looking to stay ahead of the competition and better their marketing performance. It’s designed for Australia’s multi-channel marketers to gather, learn and network.
Posted by Guy Downes on June 27, 2010 under Illustration |
Stories are an essential ingredient in children’s lives as they provide vital entertainment, learning skills and stimulation – plus they help them to understand the world around them.
I recently illustrated a children’s story for the London Mums magazine ‘Story Time’ column. The aim of the story was to:
- help strike a connection between words, sound, image and feeling and;
- combine these senses and to help make music more accessible to children.
The writer invited children and their carers to read a story about a group of animals in the African savannah alongside a piece of selected classical music (Vivaldi’s Four Seasons). They were invited to read the story first, then listen to the music and see if they could fit both together in their own way, adding to the story as they went based on what they were reading, the illustrations they were looking at and the music they could hear.
My role was to select two key moments and illustrate them to help bring the story to life and in doing so hopefully spark ideas and imagination as the child and carer were reading together. I illustrated these pictures using pencil, ink and colour.
London Mums magazine is the official publication of London Mums, the only free and independent peer support group for mums based in London (UK). The support group has over 10,000 full active members (as at May 2010) with members helping each other through the joys and challenges women face with raising their children. The magazine is complimented by its website: www.londonmums.org.uk
The magazine’s reach is large. 30,000 copies are delivered to antenatal / postnatal clinics and hospitals, local libraries, edutainment and leisure centres, nurseries and schools, family friendly shops and businesses across London.
The content is produced by London Mums Ltd and its editorial team focuses on topics and issues of interest to mums and mumpreneurs based in London. It features real mums’ testimonials, high profile family experts and celebrity mums.
Recent celebrities that have been interviewed for the publication include some high profile names, such as :
- Amanda Hamilton, the UK’S most popular television “mum-presenter”, successful mumpreneur and writer, best known for co-hosting BBC food and lifestyle programme “Something for the Weekend”
- Jacquie Beltrao, Sky News presenter
- Emma Forbes, former presenter of BBC children’s show ‘Live & Kicking’, broadcaster, a true London Mum and Mumpreneur
- Some interviews are here.
Having lived in a big city with kids, I know that resources like London Mums are vital for Mums, parents, carers and children. It’s a good, relevant, interesting and colourful magazine – one that you can read at length over a coffee or dip into quickly at any time to get some top tips or useful ideas.
Posted by Guy Downes on December 24, 2009 under Illustration |
Merry Christmas 2009 - here's to 2010!
To everyone I have worked with in 2009 and for anyone who has followed my work - thank you for your continued support, Merry Christmas and best wishes for 2010.
