The gap between the language and the building.

Photograph estate agents' boards in front of the properties they're selling. The language of the board ('stunning period conversion') versus the reality of the building.

How to shoot it: Frame the board and the building it is selling in the same shot, so the language and the reality collide, stunning period conversion over a grim bedsit. Shoot deadpan and straight-on, flat light, no editorialising, and let the gap do the work. Walk the same streets a few times, because boards change weekly. A tighter frame isolates the phrase, a wider one keeps the honest context.

The output: A series about aspiration, language, and the housing market.