In October 2007, Shepard Fairey, who had created political street art critical of the US government and George W. Bush, discussed the Obama presidential campaign with publicist Yosi Sergant. Sergant contacted the Obama campaign to seek permission for Fairey to design an Obama poster, which was granted a few weeks before Super Tuesday. Fairey decided to create a portrait of Obama based on his feeling that his "power and sincerity as a speaker would create a positive association with his likeness".