Whitespace has, for the third year, completed the campaign for the worlds largest arts festival, The Edinburgh Festival Fringe.

Following the recent economic doom and gloom, the brief for 2011 was simply to make people feel good.

The chosen concept evolved into The Fringe Squad. Literally a colourful team of characters that gets to the heart of what the festival is all about – "a voyage of discovery and fun". The Fringe requires a very flexible set of artwork assets to work across all applications so the characters, shot in numerous poses, act to tie all of the materials together under one look and feel.

Whitespace and the Fringe team chose Laurence Winram to work on photography to create the striking look.

Iain Valentine creative director at Whitespace said: "Following the successes of 2010’s Fringe cover project with Johanna Basford was not easy. It needed to be different, it needed to have impact and it needed to be instantly 'The Fringe'."

The impact Edinburgh Festivals have on Scotland is massive with the economic contribution estimated at £245m, of which £142m is generated from The Edinburgh Festival Fringe alone.

Watch a behind-the-scenes video  by Foundlight Productions of the shoot with Winram below.

Edinburgh Fringe Cover 2011 from FOUNDLIGHT Productions on Vimeo.