We were in the Florida Keys doing a tech scout for a print ad for GM. We had lunch in a private fisherman's club, which happened to have taxidermy fish on the walls. They are cast from fiberglass and painted with an airbrush. I always thought they looked so unreal and campy. I wanted to exaggerate the artificial quality they have. I wanted the background colors to be as intense as the fish are. I handheld a Hasselblad with a 110mm lens and used color negative film. We layered colored seamless in the parking lot and used direct sunlight as the only light source. The prints were made in the studio and then scanned. At this point we cleaned up and intensified the colors on the fish and backgrounds. We made the shadows darker and removed the texture and tonal changes in the backgrounds. Ultimately, I wanted the entire image to be an artificial world, without any realistic qualities.