The Minute Effect is the quiet second where one sure gesture turns down the noise and turns up your presence.

We live inside small seconds—
breaths between voices, windows of light.
In that hush, we choose less and mean more.
Color finds its note. Skin remembers glow.
One steady hand, one certain move.
Noise falls back. Presence steps forward.
The day does not rush us; it gathers.
We arrive—clear, composed, enough.

MERIT is the minute that changes everything.

A quiet second.
A certain move.
Noise fades; presence stays.
MERIT—The Minute Effect.

This project is a fictional and independent creative exercise developed for educational and illustrative purposes. It is in no way affiliated with, endorsed by, or commissioned by Merit. 
All photographic materials used in this presentation are crafted with AI.
All creative concepts, visual direction, and editorial content presented here are the intellectual property of ALEXIA SIDIBÉ.