An outdoor campaign to promote Guinness’ support of the GAA All-Ireland Senior Championship has been developed by Irish International.

The ‘Power to Life Us’ campaign features photography by Kevin Griffin and image enhancement through Taylor James.

Launched by Guinness earlier this month as part of its sponsorship of the Hurling Championship the campaign aims to represent the ‘force of spirit and pride’ that the Irish nation has in the sport.

Taylor James pulled together multiple elements of varying scale and angle in order to retouch Griffin’s imagery, before augmenting it with images taken from the agency’s stock library.

Josh Rogers, Creative Lead and Head of Retouching at Taylor James said: “The image highlights Taylor James’ creative ability to expand an initial brief and develop it into an epic moment in which the unreal feels totally realistic, exceeding both the art director’s and photographer’s creative vision for the image!”

Pat Hamill, senior art director at Irish International, Dublin, said “The annual hurling ad has always been an epic undertaking, so having the right photographer and retoucher working very closely from the outset was crucial to the success of the ad. Both Kevin and Taylor James conjured a solid plan of working which meant peace of mind for us. Working to a tight deadline and a very fixed budget, both their experiences in creating memorable ads over the years and a clear understanding for the brand and industry, proved invaluable to this project. ”

A step-by-step look at how the imagery was created is currently available to view on the Taylor James website.