Project 001 — KEUZES: One work. Two choices.

Project 001 started before Unseen Projects became a shop. I made KEUZES for a chance to take part in the Graphic Matters competition. The brief was simple: what needs to stop?

I didn’t want to make a poster that only says young people should stop hanging on the street. That felt too easy. I wanted to show the moment before that happens: the moment where someone has to choose what direction they are going in.

One person. Two directions.

The poster shows the same boy twice. On one side is the street — the place that feels familiar, where it is easy to stay with the people around you and keep doing what you already know. On the other side is football — training, discipline and the chance to build towards something bigger.

It is not really about choosing between two different people. It is about choosing between two versions of yourself.

Do you keep spending your time on the street because that is what feels normal, or do you put that same time into football and give yourself a real chance to become successful?

The idea behind the image.

I wanted the viewer to be able to identify with the person for a moment. Most choices are not completely good or bad. The street can feel safe because you know it. Football asks more from you. You have to train, keep going and sometimes move away from what everyone around you is doing.

That tension is what the work is about. The poster doesn’t show the final answer. It shows the split second where both futures still exist.

One work. Two choices.

For me, that is also why this became Project 001 for Unseen Projects. The work is about seeing a possibility before it disappears — and choosing to do something with it.