Role: Art Editor
Sector: Consumer Publishing (Angling)
Scope: Editorial Cover Design • Art Direction • Campaign Launch • Studio Photography
This striking underwater “Deadly Duos” fly cover for Trout Fisherman magazine served as the launch for a seasonal series of features onMulti-fly set-ups.
An instructional series, it focused on fly line set-ups with multiple flies, exploring movement and colour combinations in the water to improve anglers’ catch rates throughout the year. The issue also launched the magazine’sSave Our Reservoirs campaign.
Fly selection for the cover shoot was done between myself and the editor to ensure colour, impact and relevance were on point. The chosen flies were expertly tied by Peter Gathercole, Chairman of the Fly Dresser’s Guild.
I art directed the studio photo shoot, individually dunking the fly patterns in a fish tank full of water and creating bubbles to enhance the shot. The final image was composited in Adobe Photoshop.
Delivering a strong impact on the newsstands and Bauer Media’s reception area, the issue succeeded in a 4.4% share change YOY. It was one of the highest uplifts of the year, during the low season of the sport.
Publisher: Bauer Media
Leigh Johnson Creative 