The concept of Kookai's advertising campaign is man reduced to being woman's servant. It is in this line of thinking that we were asked to create a Kookai billboard, but with the added touch of letting it have something to do with Lebanese society. I chose a female habit that I find revolting: that of applying a dark outline around one's lips.

The photomontage was very entertaining to do. I had my cousin pose with the lipstick, and scanned a brush. The delicate part was getting my brother to cooperate. I simply placed him in front of a white wall, thrust our rainstick in his hands and told him "Hold it like this and look up. Now don't move". The look on his face, perfectly appropriate to the ad, was a simple by-product of having no idea what I was doing. He only discovered the ad when it was done and printed.