Does every idea start with a poster?

Everything starts with a poster or at least that’s what we’ve been told. There’s something powerful about reducing an idea to its simplest form: one visual, one message, no distractions. It forces clarity. But recently, I’ve been thinking about whether that mindset is becoming relevant again in a more literal sense.

With the renewed interest in analogue formats, it feels like we might be circling back to posters, print, and even magazines. In a world dominated by fast, disposable digital content especially video  physical media offers something different. Posters don’t autoplay, they don’t compete in endless feeds, and they don’t demand attention in the same aggressive way. You choose to look at them. That makes the experience slower, more intentional, and arguably more valuable.

That’s part of why I find The September Issue so compelling. It reveals the level of thought, craft, and precision behind creating Vogue’s biggest edition. Watching both Grace Coddington and Anna Wintour shape the issue balancing creative storytelling with sharp editorial judgement — highlights how much discipline goes into distilling ideas. Seeing entire fashion narratives storyboarded and then edited down, sometimes cutting visuals that cost hundreds of thousands, shows that every image has to earn its place. That same discipline exists in a strong poster: nothing extra, nothing wasted.

At the same time, I don’t think we’re moving backwards. We’re in a hybrid space. Digital is still dominant, and video isn’t going anywhere. But analogue feels like it’s gaining value precisely because it resists that speed. A poster today can feel more premium than a post on Instagram, simply because it holds attention differently.

When it comes to responding to a brief, I still find the “poster-first” mindset incredibly useful  just not always in a literal sense. It’s a way of testing the strength of an idea. Can it stand still? Can it communicate without motion, sound, or layers of explanation? If it can, then it’s likely strong enough to work across any medium.

Techniques like Dave Trott’s “Re-expression” and “Revolution” are helpful here. Re-expression pushes to refine ideas until they’re clear and engaging. Revolution encourages me to challenge expected formats. Together, they help me strip things back before building them up again.

Empathy also plays a key role. Whether it’s a poster or a video, the audience is the same: someone busy, overwhelmed, and selective with their attention. Understanding what they see, think, and feel helps shape not just the message, but the medium.

So maybe everything still does start with a poster not always physically, but as a way of thinking. And as analogue slowly regains relevance, that mindset feels more important than ever.

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