AgriArgo UK & Ireland are one of many regional branches of Argo Tractors, the Italian brand house which manage, manufacture and market Landini and McCormick tractors for international markets.
The brands are extremely well known in certain countries, leading head and shoulders above other well known makes. Landini is a brand that has been at the same factory in Fabricco, Italy, for centuries, so the authentic Italian style quite literally flows throughout the models.
McCormick is more well known in America, where the power and reliability trump other makes and models. In the UK, McCormick used to be one of the main choices for farmers. However, in the last decade, sales dropped and a restructure took place which is when I was invited to join the party.
As their sole designer, I receive numerous jobs each week for a wide variety of different uses. Some are dealer focussed, some are McCormick branded, some are Landini branded and some are Argo Tractors branded.
Around 4pm an urgent job came in for a double page spread advertisement to fill space reserved in Farmers Weekly, the UK’s largest and most popular farming magazine. The print deadline was 10am the following morning. So work commenced immediately.
I had an image in mind which I had on file. It was a high resolution image of an X8 shot in the UK by Farming Photography. The McCormick brand guidelines exlpicitly detail retouching styles for photography used in ads. As a brief snapshot, the words “agressive angles”, “high contrast”, “statement saturation” feature prominently.
Armed with the stellar shot from Farming Photography, I set to work to give this the McCormick treatment. Aside from enlarging the canvas and having to draw on (digitally) a few rows of bricks and tiles on the old barn, the retouching took around 1.5 hours and the result is below: