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.
“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.