NAPA Filters wanted to promote their annual Farm and Fleet Sale, but we didn’t want to brand it the same way they’ve done in the past. No starbursts and huge % signs. We decided to create a campaign thematic to their work ethic and instilling pride in what they do. Sun Up to Sun Down, these men and ladies work hard to bring products and food to consumers across the country. Anyway, the campaign was a big success and resonated so well, they wanted to use it for videos and all sorts of creative throughout the year.
The commemorative tins were illustrated by Chris Pellicano and I added some retouching efforts with the old rust and styling just in case the metal printing looked too perfect.
Art directed while at Jackson MG.
