Above: This advertisement works by association: the slick engineering used to produce London's Millennium wheel to that of the Audi. In advertising this is called borrowed interest. In visualizing the composition, the image would have been mocked up either as a Photoshop collage or as a moodboard usually rendered in marker and pencil). Note the treatment of the sky(the negative space, flattened in tone and colour to make the body text legible. Design by Bartle Bogle Hegarty. UK