Take the Eurostar tube cards. They’re just a series of apparently random shots of places… but because they’re absolutely uncomposed (the Avignon one for example has a huge but shapeless tree obscuring the view of a distant town: not even specially Avignon) and because there is nothing else on the ad at all, other than a small headline, you feel you’re almost there.

A sense of exploring is brought right up close, and so much more effectively than BA’s effort on an identical brief 3 years ago which was contrived and artificial. This truly is art concealing art.