I spent a brief period in the experiential side of the advertising industry. I started interrogating spaces rather than billboards which was an interesting area to be in for a bit.

This project was at the croisette during Cannes International Festival of Creativity 2022. IBM wanted to raise awareness about the bias in AI and how the world was slowly becoming fragmented.

I used the concept of fragmentation to inform the direction for this piece. Hiding the copy within fragmented abstract sculptures just like how bias is hidden in abstract data. Only when you stood in the right place would the copy and overall piece become clear.

I worked with the talented Paul Langford to help visualise and bring this idea to life. The only caveat is that its hard to photograph something that requires movement to see it.