I’ve had the pleasure of working on APS at multiple agencies. Though this specific project was one that took over three years to complete.
The first billboard was concepted and shot with a local photographer. The shot of Downtown took hours to shoot and piece together to have a high enough resolution to fill the four regular sized billboards.
The second billboard I concepted before I left the agency and was put into production two years after I left. While another art director and creative director made my idea come to life, the whole idea came to fruition after I found the image on the left. The original concept had the power lines extend up dimensionally above the parking structure, though due to conversations with the city, the idea had to be scaled down. Regardless, the idea still came through showing linemen continuing to work tirelessly to keep Arizona on.