The concept of change was the theme for this in-house company poster commissioned by Schneider National trucking. Mary Fawcett at Mad Dog Marketing decided to portray the evolution of communication technology as a metaphor for how change improves our world.
The challenge was to assemble the grouping of stock shots from Corbis into an interesting, coherent statement. Working from a rough layout supplied by Mary, we decided that a winding, sinuous band of light would connect the six photos. This design element would change as the technology improved, and reflect the nature of each stage of history. Thus, the smoke signals become dust kicked up by the Pony Express rider, which then morph into Morse Code for the telegraph, audio waveforms for the telephone, binary code for the internet and finally a pure bright band of light enveloping the truck as it emerges from the monitor.
The two ends of the series were shot in studio. The fire is composed of logs photographed cold and then combined with flaming kerosene-soaked rags shot in a darkened garage. The tractor-trailer is a scale model shot in studio and given a digital "paint job" complete with the Schneider logo.
Multiple website image postings and revisions later (during which we had to keep reminding ourselves that "change...is...good"), this is how our "Change" poster looked upon completion.