One Image to Carry Everything

Every day, thousands of campaign images enter your field of vision.

Billboards on your commute. Ads between stories. Banners you scroll past without scrolling back. Seen, technically. Remembered? Almost never.

What makes one image stick

What makes one image stick while a thousand others dissolve?

It's not budget. It's not celebrity. Famous faces become wallpaper faster than anyone admits. It's not even beauty by itself. Beautiful images are everywhere, which means beautiful is baseline, not advantage.

What stays is tension. Something unresolved.

A question the viewer has to complete in their own mind.

The woman looking somewhere you can't see. The product placed where it shouldn't be.

When directing campaigns, I'm chasing this exact pause.

That one second where someone stops, looks again, and feels something they didn't expect.

That's the only metric that matters.

Because attention you capture is marketing, but attention that captures you is culture.