Bic Permament Jimi Hendrix Signature

Société Bic produced what has become a classic print advertisement in 2004, featuring a woman carrying the signature of Jimi Hendrix, the guitarist legend who died in 1970.

Bic Jimi Hendrix signature


The Jimi Hendrix Signature shot was developed at TBWA\Paris by creative director Erik Vervroegen, art directors Nick Hine and Jake Rusznyak, and photographer Garry Simpson.

“I didn’t want someone who looked like a grandmother,” said Simpson in an interview with Photoserve. “We were looking for a model with a sense of individualism who hadn’t lost her sense of adventure. It is a really great simple idea, so the casting was really important.” The woman was shot in a house in North London. Minimal retouching was done in post-production. Ironically the only part of the image which was enhanced in Photoshop was the signature. The wrinkles are as they appear in real life.

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