In late 1999, Daniel Lee and his colleagues were involved in the creation of an advertising campaign for Microsoft U.K. Entitled "Evolution," the basic premise was that Microsoft's Knowledge Management solutions would better outfit any company to evolve and thereby survive in the fast changing world of e-commerce by making them wiser (owl), more agile (cat), faster (cheetah), and more competitive (wolf vs. sheep).
All images were first photographed using a LightPhase Digital system and a Hasselblad camera, then morphed using Adobe Photoshop for Macintosh.

Evolution will make us wiser

Evolution is a wonderful thing. It is nature's way of making us more effective.

For this image, one model was photographed for the body, another for the head, and another for the hair.

All images were then combined for full effect.

Evolution will make us more agile

Surviving means being able to respond quickly to change with high levels of flexibility.

After the initial photo, cat eyes were added, along with extra highlights and shadows to deepen the mood.

Evolution will make us faster

Because only the fastest companies will survive.

A single model's body was molded and outfitted with the sinews of the fastest animals on earth.

Evolution will make us more competitive. (You've either got it or you're lunch.)

A photo of the two models was heavily retouched to resemble a wolf and sheep. Odd, the wolf doesn't look very friendly...

Special courtesy to the creative crew of Euro RSCG W.G. from London.

•Art Director: Nick Klinkert •Copy Writer: Pete Hardy •Producer: Jim Sullivan.