Branding campaign for M&G Investments to be displayed at international ski resorts. The brief was to encourage it's investors to buy in to long term plans rather than possibly overselling quick returns.
Taking the line "Focused on investing" from our art director, I developed this route from concept to artwork.
The previous year, this was a fast paced and exciting campaign with the key visual being an illustration of a skier speeding a snowy mountain.
For this year's new concept I went for still, clear and crisp photography which conveyed focus, depth and patience. I wanted imagery that was understated but still had massive impact and scale. I thought the people in these two compositions seemed to be stopping to consider the future, negotiating their paths ahead.