This has been such a fun project to work on from start to finish – beginning with the Thirst Never Wins Online / TV work last summer and now with this print campaign.

Creating an imaginary back catalogue for J.D. Quench just makes me laugh. I love the idea that this forgotten giant of D-Movies appears to have spent his entire career in a series of Sprite Film Productions with entirely similar plots.

‘Mouth of Fire’ takes J.D. to the Orient. In my mind the film was shot in Chinatown, L.A. in 1973; they never would have had the budget to travel. No doubt J.D. himself would have put in at least two days martial arts training in advance of filming (he was never a great believer in ‘method’ acting). The plot would have revolved around J.D. overcoming a nasty Chinese ‘T.H.I.R.S.T.’ gang with his specially adapted Sprite nunchuck – all accompanied by very, very loud; very, very badly synched sound effects.

‘The Elemonator’ would have been much maligned on release but then go on to be considered a hugely influential Sci-Fi classic when re-assessed years later. Here J.D. is sent back, from the future, to 1974 (conveniently!). His mission would have been to prevent an alternative global future where people would have been denied the thirst quenching qualities of Sprite forever: something just not worth thinking about.

I would guess there might have been some groundbreaking (read: really dodgy) special effects throughout.

Movie credits where they are due – these posters were illustrated by Bruce Emmett through the Folio Illustration Agency in London.

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