Title: Vespa S Squareheads
Client: Canadian Scooter Corporation
Brand: Vespa
Client Supervisor: Jennifer Errico, Vespa Canada
Creative Agency: Dentsu Canada, Toronto
Creative Directors: Glen Hunt, Deborah Prenger
Art Director: David Glen, Deborah Prenger
Writer: Glen Hunt, Joe O’Neill
Artist and Photographer: Dan Bergeron/Fauxreel
Printer: Fauxreel Studios


Some notes from
Dan Bergeron/Fauxreel

The objective for the Squarehead shoot was to create images that had an aesthetically retro, yet inherently modern feel to them and to try to develop a relationship between the different characters in their stance and attitude. Each character needed to have his own personality for use in individual placements, but at the same time fit into this larger group, or gang if you will. My initial concern was to make sure that the characters looked visually interesting for the purposes of the outdoor portion of the campaign. To achieve this, particular care was taken in selecting clothing that worked in terms of pattern and texture instead of colour. As well the marriage of the scooter head to the body was important, not only in terms of a seemless look, but also in terms of subtlety commenting on how consumers identify with products they buy and those products forming the consumers identity.


The characters were pasted up mostly in areas where there already was some form of graffiti or street art. That being said we didn't choose to hit walls that had murals on them, but walls that were tagged or hit with smaller stencils. Of course some of the characters were pasted on walls, windows and storefronts that were either slated for demo, out of business or where there previously wasn't any graffiti and some were pasted on construction site hoarding because the spots were so central that they would be seen by so many sets of eyes.

It took about 20 days total to get all of the characters up in 5 cities across Canada.