NOTE: The creative work displayed in this post was created at Bozell⁄Los Angeles by Michael Pitzer while VP/Asscoiate Creative Director there.
Every weekend there were a number of motorcycle races around the country and every Monday we were given the results and asked to produce a print ad proclaiming victories.
On Tuesday we'd be given a number of black and white photos taken by various photographers. On Wednesday we'd come up with a couple of concepts and present them to the Kawasaki marketing department and we'd also create the art for the ad. On Thursday we'd have an approval on one of the directions. On Friday the ad would ship to the Cycle News to run the following week.
And then the process would begin again.
The toughest part of creating these Race Wins in 1990 & 1991 was working with each images and extending backgrounds, removing unwanted elements and creating and area large enough to place the headline and have the background reach bleed. This was back before Photoshop produced a great Mezzotint so we actually had to send the art out to be converted to print through Heliogrphics.
Client: Kawasaki Motorcycles
Agency: Bozell⁄Los Angeles
ECD: Scott Young, Mel Newhoff
ACD/AD: Michael Pitzer
SrCW: Cameron Day
Font: Pitzer/Day #1