THE BIG FISH FIGHT
ADVERTISING BRONZE AWARD
2012 - IMAGES 36
Andy Smith studied illustration at the University of Brighton and the Royal College of Art, London. His work combines illustration and typography to create images that have humour, energy and optimism - executed with a hand made, hand printed, tactile feel. He splits his time between working commercially and getting inky producing a range of screenprinted books and prints. He lives and pretends to work by the sea in Hastings.
This poster was commission by Channel 4 to record the successes of their Big Fish Fight campaign.
"Winning the award has been lovely, the AOI Awards are always a good showcase for whats happening in illustration today and its great to be a part of it and see what everyone else is up to."
BRIEF: The Big Fish Fight campaign by Channel 4 brought together several top chefs to highlight the struggles faced by the worlds fishing industries. Beginning as a series of TV programmes it quickly turned into a much larger movement having a real impact upon the industry and those who govern it. I was given a list of facts and figures about the numerous successes of the series and asked to make a poster to display them.
MATERIALS: The illustration was drawn in pen and ink/brush and then put together on a computer.
RESEARCH: I spent quite a bit of time looking at different fish shapes, this was more interesting that it sounds.
PROCESS: I laid out all the text and then arranged it in to a fish silhouette, I then had to fit each fact into a smaller fish shape so it was all quite a fiddle.
RESISTANCES: Once I'd done the poster the client said 'Yes we love it but can we have the fish facing down instead of up' (it was originally jumping out of the water). Sadly this couldn't be done with the magic of photoshop and I had to start it all again.
INSIGHT: I know a lot more about fish now.
DISTRACTIONS: I remember this being done in quite a rush so there wasn't any time for distractions, the main problem was getting all the words into their fishy holders.
NUMBERS: Theres 22 fish in this poster, two lobsters and one crab.
FINAL THOUGHTS: This was a great piece to work on and its become one of the most popular things in my portfolio.