by Cormack O'Connor in New Trends on Thursday 4 October 2012

Australian illustrator James Jirat Patradoon is not one to shy away from the spotlight. Gaining the attention of stars such as Nacho Pop and Kanye West with his sci fi/gangster rap/wrestling superhero/black metal creations, Patradoon has clients ranging from Grill’d to Adidas. Now he has teamed up with the new health company, Fierce for Life.

Patradoon met Lau (the founder of Fierce for Life) through Rob Hanly, who would in time become Lau’s husband and strategic adviser. Lau’s vision was to create a health company that changed women into stronger, sexier, and more confident versions of themselves. ‘It’s about giving women what they want.” notes Lau. ‘Not some anorexic role model or a double cheeseburger with the lot. They want to become fierce and independent – and there has been no approach to health, fitness and lifestyle that has done this for them properly’. Taking all of this into account, Patradoon created a character – someone to capture desired independence, someone to identify with, and someone to aspire to be. It’s a little bit comic book, but it’s lots of real life. Lau’s husband Rob also kindly chalked up the streets of Surry Hills for our recent Lost At E Minor Sydney party.