10210

Taste, measured.

Four rules. They hold on every project, especially when they are inconvenient.

In a bare studio a man takes one print off a wall of photographs while a woman in a leather coat watches, arms crossed.
  1. Backstage, the first model waits at the edge of the curtain, the others in line behind her.

    One number first.

    Mentions, searches, shares, sales. Before the first idea we agree on the one that matters and write in the brief how we will read it. No number, no start.

  2. A sculptor in a dark apron rests her hand on a single white sculpture.

    One idea. Signed.

    Not ten proposals to pick from: one idea, with a name under it. Strategy, creative, media and AI sit at the same table, so the plan to reach people is built with the idea, not after it.

  3. A woman in a black suit tears a photographic print in two.

    Nine goes back.

    Only finished work goes out: space, hierarchy, photography, cut. A nine goes back to the studio and comes out when it is a ten.

  4. A man whispers to a woman while another woman leans in to listen.

    Talk is a number.

    The number from the brief comes back, with its source and period. What worked stays. What didn’t changes, and the people who signed it change it.

Real figures only, with source and period.

What we don’t do

  • Mood boards passed off as strategy.
  • Ten concepts so nobody has to choose.
  • Reports without a source.
  • Likes counted as results.
  • AI passed off as handmade.

If nobody talks, it didn’t work.