Role: Creative direction, photography, imaging, retouching and graphic design.

A company well-known in its industry for a particular lure (a lure that had produced the majority of its sales for decades) needed to garner support from past customers and appeal to a new age of modern angler with a super line-up of fresh and relevant lure designs. Presented with a smorgasbord of styles, sizes and colors for the angler (and fish) to relish.