Nikola Mutovdzhiyski

Which campaign would you run?

One is shot in full daylight: rose travertine walls and an arched doorway, a double breasted suit in dusty pink with tonal buttons, a brushed steel panel the only cool note in the frame.

The other is shot after hours: a dark tailoring room in navy...

Which sheet would you send to a buyer?

One is built in daylight: sage green on warm plaster, hero shot down the left, back and side views stacked beside it, a close crop on the hood zip and thumbhole cuff, spec icons and copy laid out underneath.

The other is built in the dark:...

Which bottle would you put behind the bar?

One is cut from shadow: faceted black glass with copper edges, a thistle crest inside a ring of thorns, charred wood underneath and a single warm glow burning behind it.

The other is cut from daylight: twisted clear glass on limestone,...

Which pair would you put in the ad?

One is cut from angles: faceted navy shells and a hard edged case, blue mesh grilles and an indicator light burning at the base, concentric rings pulsing out behind it like a sound wave.

The other is cut from curves: pearl and brass in a...