Our lives are framed by the intent of others.

Architecture, urban planning, dining, entertainment—and of course, advertising—are all shaped by unknown motives.

As a designer and creative director for over 20 years, I’ve witnessed the meticulous process behind this intent. Every poster begins with meaning: from strategy to design, intent is embedded at every step.

But my art resists this. It literally tears it apart. From these fragments, new meanings emerge—not ones dictated by messaging or algorithms, but by the viewer.

Piecing together torn posters, I suggest moods and spark fleeting emotions. Yet it’s you who completes the narrative. This is art reclaimed from advertising: subverting intent, celebrating interpretation, and putting the power of meaning back in your hands.