A literal take on the phrase, “Like a fish out of water,” this ad for a breath spray of my own creation uses many tools in the Photoshop tool box. Grabbing images of tuna, I used several warping filters including Liquify and Puppet Warp to bend and shape those images to create a frowning, shocked fish. I selected the hair from pictures of an office worker using the select and mask feature and created layers of hair to suit the shape of the main character. The teeth and details of the mouth were added to further push the illusion.

I didn’t ignore the typography or the background. The angle of the background characters draws the eye inward to the fishy fellow, and the angle of the typographic elements follow those characters. The treatment given to the type allows a quick read of Tuna Fish, Character, Product, and the yellowish color is reminiscent of bad breath.

A literal take on the phrase, “Like a fish out of water,” this ad for a breath spray of my own creation uses many tools in the Photoshop tool box. Grabbing images of tuna, I used several warping filters including Liquify and Puppet Warp to bend and shape those images to create a frowning, shocked fish. I selected the hair from pictures of an office worker using the select and mask feature and created layers of hair to suit the shape of the main character. The teeth and details of the mouth were added to further push the illusion.