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Alan Dawson is a longstanding client of Fat Frog. We were asked to produce a brochure to promote his coaching and development programme. We developed the concept "Beyond Perspiration" which inspired the creation of images of ordinary people exceeding their normal expectations. This was brought to life when we commissioned and creatively directed a photoshoot around this theme. The end result was a brochure that is unique, striking and resonates strongly with potential clients.