John West, a brand well established in canned fish, were about to launch into a new market… fresh fish. The challenge was to translate John West's expertise in sourcing the best fish into this new area of fresh.We therefore recreated the John West fisherman as a simple of sourcing the very best fish and used him to demonstrate a commitment to freshness.The ad charts the journey of an experienced fisherman as he brings his fresh catch of fish straight from the sea to the store. The ad uses a stop-frame animation using high def’ digital stills in order to create interest and to establish a high quality feel.