Fiat Professional wanted to feature the Fiat Ducato's load capacity with an instore campaign to in convincing yet entertaining way.

This series of posters demonstrates the load capacity of the Fiat Ducato in a surprising way that everybody can relate to. The photographs display members of our target audience in their natural everyday environment. Adding the large amount of items they carry, makes them look almost artistic. This artistic look is further supported by the black and white color scheme. All in all, this design was aimed at appealing to our target audience's self-image as skilled professionals.