This concept needed to be worked out in my head for a few days. We had to add and subtract from the narrative to get here. As Steven Spielberg said “Good ideas start as bad ideas, that’s why they take so long”.

The original premise was inspired from a still from the Red Dead Redemption video game - a cartoonish tale of life in America's unforgiving heartland. I liked the layers and the proportions of the outlaw exiting the saloon. Most of all I was prompted to use the open door to frame the face of the lead character who, in my case, was Ciara - the global multi-platinum selling artist; entertainer and general force of nature.

There were a few easy decisions in the planning. We needed to work at night to add contrast and drama. Whilst the loosely governed Wild West allowed for crime and shootings 24/7, my sense is that things got immeasurably worse when the sun went down.

But I needed more. I knew that Ciara’s husband, NFL quarterback legend Russell Wilson, would play a role and we should style them both to play to their athletic physiques without losing the Final Frontier vibe.

The smoke adds another dimension, as does the third cowboy. But I needed a story, a reason for this to be happening. That’s why the poster was the key prop. Without this key component, the meaning of this vignette is lost.

These are three outlaws defending themselves to the bitter end. All three look the part and the lighting and smoke adds the extra drama I was seeking.

Russell Wilson may be on the run but it certainly looks like he fancies his chances.