Worth Homeless

Worth Reversing

At Translation, my GCDs gave me with side projects for my side hustle. One was reading Perverse Optimist, then making something around a Tibor Kalman-ism. Since he believed a fatter wallet creates a better future, I wanted to remind brands of this. With 60,000 people homeless in NYC, many sit in front of million-dollar storefronts and billboards. I shot this absurdity, and captioned the price of what’s pictured. Turns out, their money’s working. People look at ads instead of people.