Austral Fisheries aimed to launch their new range of wild Fraser River salmon through a distinctive and impactful campaign. In collaboration with the Austral team, we crafted the tagline, “Go wild, go natural – bring out your inner bear.” To visually reinforce this concept, I integrated a bear claw slash mark across the poster, revealing the salmon flesh beneath. This innovative approach resulted in a visually striking and effective advertisement, offering a playful and unique method for promoting the salmon, which was subsequently extended to a T-shirt design.