About
Competition images don't get forgotten because they're weak. They get forgotten because they try to say everything at once.
I help Design Directors turn complex design intent into a single image that carries one message — through narrative-led sequencing, disciplined hierarchy, and atmosphere that reads as inevitable rather than staged.
I work like a film editor. Strip what doesn't earn its place. Hold the concept. Build belief, then finish with a signature the jury keeps after they've moved on.
Most of the pressure on a bid pushes the other way — add more, show everything, fill the frame. More often than not that's how a strong concept becomes indistinguishable from the others on the wall. My bias runs opposite: one edge per frame, minimal noise, the whole image working for the one thing it's there to say.
I write about what these images carry, and why most don't, at Before the Building.