Alberta Beef Producers Annual Report, "Road to Recovery". This annual report front cover photo shoot had some special considerations that needed to be managed. The normally buoyant Alberta beef market had been recently rocked by the Mad Cow scare, resulting in a virtual shot-down of their markets. The industry was in crisis, and the Directors of their agency wanted to communicate a hopeful and brighter future ahead, if they could just hang on long enough. A typical rural location was scouted, and the road sign on the edge of the road, digitally edited to read "Recovery". It has been an encouraging and popular image for them.