Step 3, Scratchboard Drawing For Jack Daniel's Toast Birthday Campaign

Page: 1 2 3 4 5

Pencil Rough For Jack Daniel's Birthday Campaign

Above is the first pencil sketch for one of the illustrations in the Jack Daniel's Birthday Campaign.

Jack Daniel's reference photo
This is the reference photo that was used to do the scratchboard portrait illustration for this ad.

Shown at left is the pencil sketch I did of Jack with the ribbon borders. The ribbons with oval, the portrait of Jack, and the outside border were each done as separate roughs and then assembled, as shown here, into the ad layout. The pencils were done separately because the final illustrations were done separately.

I submitted the pencil to Arnold–along with pencils for the other ad concepts–and received the comment below:

Michael-

First, love love love the pencils you sent!

...We liked version one the best, and we only have a few minor comments:
while we like the aged appearance of the ribbon, we would like to dial back the chinks in the edges a little so that it’s just a touch here and there instead of along all edge

And speaking of discussing, we though we would give you a call 10-10:30ish your time.

Thanks much,

Virginia

I revised the pencil and sent it back to the client. It was approved, and I moved on to the final scratchboard rendering.

See step 4 to see more.