Blog How’d he do that ? – Anti Smoking Advertisement

How’d he do that ? – Anti Smoking Advertisement


This is an anti smoking advertisement that was hiding at the back of my old portfolio.

My mocked up anti smoking ad- © 2010 Kurtis Stewart

I had a couple swipes kicking around that I wanted to try my hand at recreating in Photoshop.

Smoking Baby, Grim Reaper

The inspiration for the advertisement

Started by first shooting my wonderfully patient smoke conjuring model Gabrielle Beer.

Two parts lighting, one part framing and whole lot of serendipity – © 2010 Kurtis Stewart

From here I used a shot of a huge tattoo as a reference point to add the rest of the tiger.

Not being the best illustrator in the world, I needed a reference point to add the rest of the tiger

Used a combination of blur,smudge, liquify, layer blending modes etc. to mimic the smokey effect.

Things are starting to take shape

Tiger seemed like it was just dropped there so I used a part of an earlier capture to bring in a little more of an I-just-exhaled-a-tiger feel.

Little less dropped in, I’m seeing it !

Now for a Black and White filter to make sure you focus more on the tiger instead of the talent and a little boost to the image to separate the tiger from the background.

We’re close….promise.

A little hilarious copy in the corner and BOOM…

Finito !

How to create an Ad:

  1. Attention
  2. Problem
  3. Statement
  4. Solution/Benefit
  5. Call for Action

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