Building the future production infrastructure for cinema.

I came to Australia more than two decades ago and built my career inside technology. Product design and systems architecture, for companies whose products sit in millions of hands: Atlassian, Telstra, News Corp, Macquarie, NSW Government. I learned how to design systems that hold at scale, and how to ship them.

Through all of it I kept one obsession: images, and the stories they carry. Photography was never a hobby on the side. It became SEED.Photo, a global platform where thousands of photographers publish and protect their work. It became an international awards ecosystem, university research into AI authenticity, and finally land: Clearview, a place set aside for where all of this is heading.

So when generative AI arrived, I was not discovering a trend. I was standing on both sides of the problem it cracked open: the systems side, where I had spent twenty years building platforms, and the creative side, where I knew exactly what storytellers need and what they will never accept. 3rix is the result of everything I have learned across technology, creativity, systems thinking and production.

My photography · parsa.foto on Instagram→

A full international photo contest, end to end. Digital and NFT sections across Photo Travel, Open Color, Open Monochrome, Creative Concept, People and Nature, judged by award winning photographers from five countries. I served as one of the Judge Chairmen, alongside chairs from Russia and Luxembourg.

Winners received cash prizes and NFT certificates of authenticity, and the season closed with a live celebration at the Hilton Bosphorus in Istanbul. Every winners showcase below is from that season.

awards.photos→