Created for a campaign for the subsidiary company of John Fairfax Holdings,
ACN ( Please refer to the Campaigns and Promotions section within Graphic
Design ). I placed a Melbourne tram into Sydney Harbour as though it were
a Ferry. This immediate image below was not the actual one used. Certain
internal office politics at the time tied my hands in a creative and budgetry
sense. The result of which is clearly displayed by the far bottom actual
example. I was limited to using stock images, not my own art directed shots.
As a result, after leaving Fairfax I was determined to satisfy my own creative
urge. I recreated what I had envisaged for that campaign, in my own time
and at my own expense. The resulting image being far better and would have
been a FAR CHEAPER process. My costing report at the time of working for
Fairfax clearly stipulated this very point. But management being management!
The concept remains one of my career favourites. This image is not a part
of the Contemporary Views of Classic Sydney, however depending on
generated interest in it becoming a card, I will consider it.
The campaign created which I believe was far imferior than that which could
TheTram and Opera House images were purchased from a stock library. Mixed
film grain, and mixed light sources created its less than convincing finished
Years earlier I had envisaged this image idea, and as I had also created
this campaign, all be it where I worked I offered it to be used. Upper management
was quite limiting with budget, and so my costed trip to Melbourne for a
two day stop over, with meals and transport at AU$700, was overlooked for
the AU$500 use of Stock Images.
Management then asked for the highly successful campaign to be re run a
month later in Sydney and Melbourne. As I put in a subission for another
$500 I was asked to explain. I presented the earlier memo and costing I
had submitted regarding the two day Melbourne stop over. It had clearly
explained that if we cheaper option was taken we could never reuse the images
again without repurchase. My strong suggestion to photograph the city and
more of Melbourne would offer the company a small library of owned images
for ever. I was subsequently apologised to and we repurchased those horrible
images to run the campaign again.
I cannot imagine the greater success this campaign may have had, had we
gone with my inital plan. To satisfy my creativity I recreated the image
as I had initially conceptionalised it.