Twenty moments

Each frame is independent. None of them is a screen in a flow. The only test: with no explanation, and without knowing it came from a brand, is there a visual reason to stop? Type lives inside the world of each photograph.

Behaviours mined from 384 of the 1,210 references (32 readers, 8 lenses, 46 images had nothing worth borrowing) → 269 behaviours → 165 strong → a canon of 56. 3x inspection rejected 19 of 20 on the first pass; all twenty were rewritten and regenerated. Blind gate: three viewers per frame, one image each, no context, asked only what makes them look for another three seconds. The white outline marks the twelve chosen afterwards, on the data.