Pioneer: Signs of the Times

BBDO/West's new Pioneer Mobile Electronics campaign is a blend of photography and computer illustration for "visuals that are a twist on ordinary signs you might see driving around, to convey the idea that you feel different when your car is dec

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BBDO/West's new Pioneer Mobile Electronics campaign is a blend of photography and computer illustration for "visuals that are a twist on ordinary signs you might see driving around, to convey the idea that you feel different when your car is decked out with Pioneer A/V gear," explains ECD Jim Lesser. Illustrator Evan Hecox (see www.evanhecox.com), who was also enlisted for last year's Pioneer print, worked with AD Heward Jue to create a look that might be called a digital update on old-school solarization. "Evan's background is in snowboard and skateboard graphics, so he has a great eye for breakthrough visuals," says Lesser. "Since we'd worked with Evan before, we knew he was always experimenting with styles and looks that weren't necessarily in his portfolio. So when the concepts were being developed, we sent them to him at a very early stage and basically said, 'Go for it.' "
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About

Credits
Date
Jul 15, 2004
Client:
Pioneer
Executive Creative Director:
Jim Lesser
Copywriter:
Steve Howard
Copywriter:
Mark Waggoner
Copywriter:
Tom Coates
Illustrator:
Evan Hecox
Art Director:
Heward Jue
Photographer:
Heward Jue
Print Producer:
Erica Jensen
Art Buyer:
Analisa Payne
Agency:
BBDO West
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