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FCB Ulka makes 'retouching' real for Pixarom

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MUMBAI: FCB Ulka Bangalore has created a new campaign for Pixarom -- a comprehensive post production studio that provides creative solutions for print and digital media. The campaign captures the perfection of retouching which looks so real that the viewer feels that he/she is in the scene performing it.

The campaign was created from a point of view of the retoucher. The idea was to highlight the fact that retouching brings out the much needed perfection which makes the picture come to life. 

The tools of Photoshop, Illustrator and Maya have been used as devices to establish the retouching that is being done on the images. From magic tool to brush tool and the pen tool, in each of the images the icons have been used to show image enhancement.

Commenting on the campaign , Pixarom  CEO Steve Koh said “When I first heard the idea, it instantly brought a smile on my face and I said, ‘We will do it.’ The brilliance of this campaign is in its execution itself, which is our forte. Usually, we do retouching and campaign creation for other brands, but, for a change, we are delighted to have created our own campaign promoting Pixarom Imagerom.”

FCB Ulka Bangalore  senior creative director Vinci Raj said, “In any art, we usually give life to an idea through photography, retouching, production, etc. Why can’t these then create the idea?”


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