I’m still up to my elbows sorting out my personal photos and unearthing stuff I’d long forgotten about.
I came across these the other day. It’s me and the family sporting blow-up trousers.


The story is, Dave Dye was designing the 2004 D&AD annual and he’d opted for a record sleeve theme.
Of course he designed the cover and all the important bumpf at the front of the book and then he cleverly commissioned lots of well-known designers and art directors to come up with the jury pages for the different sections.
Every spread had to be in the form of the front and back of an album cover and each one had to feature a different genre.
He very flatteringly asked me to do one and I volunteered to do the Art Direction section.
I guessed that someone else would cover Blues, Rock ‘n’ Roll, Punk, Heavy Metal, Easy Listening, Classical, Country & Western, Reggae, Soul, Folk etc, etc, etc.
So in an effort to do something a bit more unexpected I thought I’d do the instructional disc you get free with a pair of inflatable exercise pants.
The front had to feature all of the members of the Art Direction jury, but as you might have guessed, once I presented them with the concept and a pair of custom made ‘Trousertone’ strides, a few of them became a bit camera shy.
So I recruited some happy helpers (my Missus and Step Daughter) plus a chubby model, a skinny model and a bodybuilder to act as body doubles.
…and naturally I volunteered myself as well.
The shoot was a right laugh and after a nifty bit of photo-shopping we had the required images.
The only hiccup came when I presented the finished design to Dave…He liked it all but one small detail…Could I stick his head on the Bodybuilder’s body and not on the fat bloke’s.

