Fresh from the newsagency

Fitzroy Stretches have been manufacturing stretcher bars and stretching canvases for years and we wanted to do something fun with their full page ad in the Australian Art Collector magazine to let the world know that they were adding custom framing to their range of services. On a sunny Melbourne weekend after a flash of inspiration, we came up with the concept “F is for Framing” and wandered the streets snapping photos of the letter F. The advertisement needed to be bright and engaging, but maintain the Fitzroy Stretches aesthetic of strong original imagery.

Fitzroy Stretches liked the idea so much that they asked us to rework the “F is for Framing” ad to appear in the December/January issue of Art Almanac and as a banner image on the Fitzroy Stretches website. The artwork files below show the progression of the design across the different instances.

Australian Art Collector (January 2010) 275mm x 230mm

Art Almanac (December 2009) 210mm x 148.5mm

Fitzroy Stretches website