Alive + Free

The San Francisco Mayors Office of Criminal Justice asked BAYCAT to put together a launch campaign targeting at-risk youth in the SF Bay Area. We explored a lot of different ideas and settled on this mirror universe idea. I set up and art directed the photo-shoot, taken by the very talented Andy Freeburg. The logo was conceived and executed by the studio director Tim Harrington who did a smashing job. I then took the RAW files from the shoot and did the Photoshopping and laid out the final comps. One of the funnest projects I've ever worked on. I actually almost got attacked while I was taking a photo of one of the bus stops that had the ad on it, a gentleman mistook me for a kind of urban paparazzi. I guess the anti-violence message hadn't quite sunk in yet.