Abstraction with a job

Abstract stills are easy to love and hard to brief. Without a job, they become filler between “real” campaign frames.

We use them as breathers: chapter openers, transition cards, or identity textures that echo the brand’s material language without showing the product.

The test is simple. Remove the abstract frame. If the narrative still lands, keep it only if it improves pacing. If the story collapses, the abstraction was carrying meaning — keep it and name that meaning.

Pretty is not a strategy. Pacing is.