To talk about decisions in terms of scale is to treat them as things that can be measured. We assume that some choices matter more than others, as if importance were a question of size. But deciding is not about measuring outcomes; it is about taking a position.
A choice matters not because of its magnitude, but because it places us somewhere in time. Once a decision is made, it creates a before and an after, opening one path while closing others. In that sense, every choice confronts us with finitude, regardless of how small it may seem.
The egg functions as a contained form of potential. Repeated and arranged, it reflects how decisions often appear interchangeable until one is taken. When the egg opens, it marks the moment when possibility becomes irreversible — not better or worse, simply real.
From this perspective, the distinction between big and small decisions loses relevance. What remains is the act of choosing itself: the moment we step into reality by committing to one direction.
Joined @studiotendril to work on the return of @nba on NBC, a proper 90s icon that still hits. Loved giving it a new energy.
Projects like this remind me why I love doing what I do.
Sharing some RnD too
NIKE ON AIR
During the past weeks I had the privilege of collaborating with the world’s finest creatives, crafting visuals to showcase the world’s top athletes.
It was truly a marathon effort leading up to last week's unveiling of NIKE ON AIR: an event at the Palais Brongniart in Paris that reveals couture Olympic kits for some of the world's premiere athletes and the iconic Nike Air technology through gear set to debut now and concepts for years to come.
Super Happy to have worked with @mikelamont_ ✨
@stnleoo@_hayden_martin_@justin_swinburne@rehemoth #Kristian Stoykov
Feeling very grateful to the @closer.ltd team for the trust 🥏🩵
Closer Team:
@neophiliagram — Chief Creative Officer @adamaftanas — Creative Lead @marycyruz — Studio Director
@laurahargroves — Director of Creative Operations @minnie_amina — Account Manager @hiishaydenthere — Copy Lead
@nike@nikewomen
Idents for Louis Vuitton × F1, developed earlier this year at @studiotendril — exploring how speed and luxury can live in the same frame.
I was part of the design team, contributing to visual development and working across several of the sequences.
🪽Massive respect to everyone who touched this:
Executive Creative Director: @leomateus.jpg@cutieism
Director: @mikelamont_
Exec Producer: @marezhere
Producer: @kokophonix
CGI Artists: @lepikdaniel@brtleonardo@mikelamont_@jrecoskie@christianhecht@teresarofer -alexveaux
Full case study + credits → tendril.studio/lv-f1
#louisvuitton #f1 #motiondesign #cgi
| SELECTED FIBERS |
A study of movement as a sculptural element, brought to life through the everyday toothbrush.
This series redefines the familiar transforming it into a visual exploration of texture, form and flow.
Choose yours. 🪮
