Advertising campaign and product catalogue

A hi-tech new look for Fox

THE BRIEF
We approached Fox with a very bold presentation. As a result we were commissioned with the task of applying our conceptual vision to their entire marketing suite that year. The brief was very clear – simply carry on doing what you have showed us. The ‘laser’ reel image to the right was one of several that impressed Fox. 

THE SOLUTION
Every fisherman knows what a rod or a reel is. The challenge is to engage the audience with a story and unfold that story through imagery. The design solution was based around a narrative. For most of the adverts it was about creating a hi-tech secret laboratory operated by the very best scientists utilising highly sophisticated kit.

> 30 adverts in 5 languages
> 212-page catalogue in 5 languages
> Trade catalogue
> Various banners