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"GNC Holiday 2011"

This billboard—the next two following—were part of GNC’s 2011 Holiday campaign. Our idea was to show The Big Guy facing some of the everyday problems that the rest of the world faces during the holidays.

The model we used had never done a photo shoot before. In fact he wasn’t a model at all, but an actual mall Santa. The guy got into character upon arriving at the set and never broke throughout the entire shoot.

The photography was done by Duane Rieder in Pittsburgh, PA, and the boards were put up in New York City, Los Angeles and Pittsburgh.

Santa #2

Santa #3