BBDO/West's new Pioneer Mobile Electronics campaign is a blend of photography and computer illustration for "visuals that are a twist on ordinary signs you might see driving around, to convey the idea that you feel different when your car is decked out with Pioneer A/V gear," explains ECD Jim Lesser. Illustrator Evan Hecox (see www.evanhecox.com
), who was also enlisted for last year's Pioneer print, worked with AD Heward Jue to create a look that might be called a digital update on old-school solarization. "Evan's background is in snowboard and skateboard graphics, so he has a great eye for breakthrough visuals," says Lesser. "Since we'd worked with Evan before, we knew he was always experimenting with styles and looks that weren't necessarily in his portfolio. So when the concepts were being developed, we sent them to him at a very early stage and basically said, 'Go for it.' "