Loud Communications created a campaign for Western Union to promote their money transfer services during the Moon Festival. The campaign required an artist to create a new image using the inky flowing brushwork and overlaid watercolour textures synonymous with traditional Chinese art.

The problem with calligraphic ink and watercolour is that they are two very stubborn mediums when it comes to process and final format. They are in their element in the arena of fine art and personal expression, but when it comes to commercial art there is a requirement for an image to work across a plethora of different media and satisfy a host of decision makers.

Gina Kiel managed to emulate the two mediums digitally as she created her final illustration. But it wasn’t just her professional skills that won her the brief, it was her personal flair for the feminine form as well.

Scroll down and absorb the crisp and carefully weighted linework and deftly applied colour throughtout her working pencil and final illustration.