Not the Target Market calendar

Essentially, it’s adverts aimed at people who are lots of things I’m not: rich, attractive, female, young, athletic, disabled, gay, musical, much younger than me, or much older. For my 2026 calendar I didn’t want any page to be a simple face-swap onto something that already existed in some way. Every image needed to feel like a real advert that definitely once existed, even though all of it’s new.

There’s a lot of AI wrangling involved, obviously, but also a lot of real decision-making: settling on a theme in the first place, deciding the categories and products/services, creating brands and logos, choosing appropriate fonts and typography, making constant ethical judgement calls about representation and tone, image and graphic composition, advert conventions and taking new photos of me with the right lighting and expression and so on.

There are two versions too. A calendar version with space reserved at the bottom, and a publication version, as if you’d see it in a magazine or at a bus shelter.

I’ve kept the calendar grid on January, but removed it from the rest so the images are clearer.

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