Chris Kasch.Illustration

Haufe Ad Campaign / November 25th, 2009

I was asked to do a test illustration recently by Anna at Reinclassen in Germany for a specialist advisor to tax, law and human resources experts called Haufe. I have never been asked to do a test before as most people know exactly what I produce and know there are no unwanted surprises. The job was to be for another five illustrations so if this one was approved then I would be allowed to produce the others.
The aim was to develop a new campaign using an approach that contained humour in an intelligent way and show that users of Haufe always have the advantage.
The scene of the illustration centred around a building with workmen knocking over some water, our Haufe protagonist was walking underneath the workmen and was already putting up his umbrella in readiness. Right from the offing I was told that the illustration should look realistic (not like a comic book) but on producing my first rough it seemed like they were after more exaggerated movements from the characters which was fine, I did get the feeling however that they still wanted something that I wasn’t going to be able to give, I felt that they did in fact want something more comic book style and that just wasn’t me.
Never the less, my second rough was approved and painting went ahead quite smoothly. Once I had finished the illustration and sent it off I was met with complete and utter silence with no response to emails, I guessed they didn’t like the illustration and I had “failed” when two weeks later I still hadn’t heard anything. It turned out later on that a couple of people had been taken off he job and someone had forgotten to give me any feedback
So, I didn’t get to do the rest of the ad job but was paid for my work up to date, I still feel they were after something from me that I was never going to be able to provide.