airbrushed illustration by John Fraser for Mike's Hard Lemonade ad, lemons, vodka coolers, quality control, assembly line
digital illustration by John Fraser for t-shirts for The Great Canadian Bike Rally, motorcycles, moose, leathers, speed, bike rally,
Advertising illustration by John Fraser of Sad Basset Hound with Fleas Ticks, pest control, fleas, ticks, parasites, campfire
Illustration by John Fraser of Dracula with Coca Cola
airbrushed illustration by John Fraser for Time Air Canada consumer magazine ad, flight, Air Canada, Time Magazine, Business Class, Executive Class, business flight
Airbrushed illustration by John Fraser for Texaco consumer magazine ad celebrating Olympic athletes, Olympics, athletes, sponsorship, cowboy hat, Texaco
digital illustration by John Fraser of Healthy Food Still Life For Canine Food Supplement Package Label, food, delicious, still life, bounty, Fall Harvest, vegetables, healthy food
Airbrushed Illustration by John Fraser Bank Of Montreal Card Graphic for consumer magazine ad, consumer magazine ad, bank card, advertising illustration, graphic illustration, online banking
illustration by John Fraser for consumer ad for Lucky Match lotto tickets for Ogilvy, Mather Advertising, lottery tickets, hand, matches, gambling, winning ticket
digital advertising illustration by John Fraser of gardening tools for potting soil bag, gardening tools, gardening, shovel, spade, plants, herbs, seedlings, watering can, work gloves
Illustration by John Fraser of Shell Lubricant products for a poster by Ogilvy Mather Advertising, product illustration, package illustration, advertising poster,
digital illustration by John Fraser for D'Amico Law to appear on the sides of buses in New Orleans for Hoffman, Miller Advertising, bus ad, transit ad, bus painting , transit graphic, breaking glass, crushing hand, the strong arm of the law
Advertising Illustration by John Fraser of automobile replacement parts for PetroCanada poster, car parts replacement parts, automobile, car repair,
Mike's Hard Lemonade ad - (Paul Stulberg AD)
Event Identity Symbol for Great Canadian Bike Rally - Merritt Marketing Group
Consumer ad for Outdoor Pest Solutions - (Andy Herzberg AD)
Large Format Store Poster for Coca-Cola
TIME Air Canada ad- Young and Rubicam (Domenic Salese AD)
Texaco Olympics ad - Ogilvy and Mather (Joe Lum AD)
Package Illustration for HW Veterinary Nutrition Products - (Hilary Watson AD)
Consumer ad for Bank of Montreal - Vickers and Benson (Julie Markle AD)
Store Poster for Olympic Stains - Young and Rubicam (Domenic Salese AD)
Consumer ad for Lucky Match Lottery - Ogilvy and Mather (Gord Marshall AD)
Outdoor Gear Promotional Campaign - (Bruce Hyer AD)
Package Illustration for Alltreat Soil Product - (Eric Nurnberger AD)
Consumer ad for Shell Lubricants - Ogilvy and Mather (Diane Ramsay AD)
Bus Graphic for D'Amico Law (Hoffman Miller Advt/ Becky Hicks AD)
Direct Mail Poster For PetroCanada - McCann (Greg Bube AD)
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Mike's Hard Lemonade ad - (Paul Stulberg AD)
Event Identity Symbol for Great Canadian Bike Rally - Merritt Marketing Group
Consumer ad for Outdoor Pest Solutions - (Andy Herzberg AD)
Large Format Store Poster for Coca-Cola
TIME Air Canada ad- Young and Rubicam (Domenic Salese AD)
Texaco Olympics ad - Ogilvy and Mather (Joe Lum AD)
Package Illustration for HW Veterinary Nutrition Products - (Hilary Watson AD)
Consumer ad for Bank of Montreal - Vickers and Benson (Julie Markle AD)
Store Poster for Olympic Stains - Young and Rubicam (Domenic Salese AD)
Consumer ad for Lucky Match Lottery - Ogilvy and Mather (Gord Marshall AD)
Outdoor Gear Promotional Campaign - (Bruce Hyer AD)
Package Illustration for Alltreat Soil Product - (Eric Nurnberger AD)
Consumer ad for Shell Lubricants - Ogilvy and Mather (Diane Ramsay AD)
Bus Graphic for D'Amico Law (Hoffman Miller Advt/ Becky Hicks AD)
Direct Mail Poster For PetroCanada - McCann (Greg Bube AD)
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In advertising illustration as a rule the artist is not asked to “interpret” the subject. Magazine or book art directors will look for illustrators who have strong creative talents. An advertising art director on the other hand will want an artist whose work “fits” the project. A committee or creative group will usually work out the contents and style of the primary image and it is up to the artist to follow through according to plan. They don’t want someone who will run wild with their ideas. An ad agency needs to maintain control over the creative process because they are directly responsible to their client.

When I am working on an advertising project I will gladly offer my input about design, composition and characters. These are important issues that an illustrator can have a say in. The core content of the project however is more often than not set in stone.

Being a good team player then is part of the landscape in this type of work and I enjoy the challenge. The years I spent in studios prior to my freelance career taught me the importance of working well with others. I respect my freelance associates just as I would a group of colleagues who work together in a studio.

It’s vital to learn as much as possible about the product or service you are promoting. This includes an understanding of the product itself and how it will appear and be used in the marketplace. Knowledge is a valuable tool. The more you know the more valued you will be in a team setting. I believe knowledge, respect and helpfulness are important factors in long term working relationships.

I created all of the images you see here for huge, multi-national ad agencies, small, one person design studios and everything in between. If you wish to see my profile on The Canadian Association of Professional Image Creators website please click (HERE).

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