The Times Of India wanted to remind Indians that not wearing a mask can have dire consequences.

This ad draws the viewer in by making a game out of finding the ‘serial killer’ or maskless man inside a crowded barbershop.

The maskless man was hidden in the background of the shot. However, through clever positioning, his reflection appears in the mirror situated in the foreground. This photographic trick was achieved without any image manipulation.

The next challenge was to shoot this ad in a photojournalistic style inside a real barbershop; all while maintaining COVID safety protocols. Natural lighting was used, giving us a narrow time frame to shoot in. The cast were all real people, not models.

The result was an ad that stirred conversation, convincing people that this was a real situation captured by the Times Of India.