Billboards

Working in OOH taught me that, despite what I thought, I knew nothing about the attention economy. One frame, a few words, a few seconds at forty miles an hour — the format doesn’t tolerate anything that isn’t essential. You find out what an idea actually weighs when you take everything else away.

This section is that work: out-of-home campaigns and concepts made to land at a glance. The habit it built — one clear idea, nothing wasted — is the part I keep using, whatever I’m designing next.