Lifelock

An AD recently contacted me for a cool assignment about securing personal information; for those of us that are a bit paranoid, this was a pretty interesting concept.

The art director's description:

Turns out the founder's identity has been taken 13 times!

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Headline: Cracking LifeLock

Story:

Even a $12 million penalty for deceptive advertising can’t make this

Tempe company be honest about its worthless identity-theft prevention service

A main theme is that CEO Todd Davis' ID has been unlocked, picked and abused

to commit more than dozen successful identity crimes. The service can't protect

people in a meaningful, substantive way. It's worthless.

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Ideas that we are throwing about here:

> heart padlock (Unlocked)

> man's chest safe door (Unlocked)

the type of lock could be very cool as well:

> dial lock

> briefcase lock

> padlock

Graphically simple and dark about identity theft.

Working off of AD direction, I worked up these sketches:

Sketch 1 focuses on the frailty of the Lifelock service.

Sketch 2 addressed the un-security of personal information through an easily accessible safe;

there is no trouble getting in if its not locked!

The last sketch applied the concept more directly to a figure; I was excited to do this sketch with the lighting example shown while using different colors.

The second sketch was chosen, and  I was happy to go to finish as rendering mechanical images is always a welcome challenge! The final art:

As always, I enjoy the AD's text treatment as it is an integral part of the image.

Enjoy the Day,

Chris