You don't need to know that the man depicted here -Roger Moukarzel -is a famous photographer in the middle east You do need to understand how developing photographs works though, and these days with digital it might seem quaint if not downright foreign to the kids. With his lab coat cleaned bright white thanks to "Super White" Detergent, all his images are developed black.

True story: In one of my photography classes a girl removed the red lens in order to focus the negative better on the paper. It took her an entire box of papers before she asked the teacher why her prints all came out pitch black.

Client: Super White Detergent Agency: Fortune Promoseven Riyadh Mini Me Production (Production company) Ahmad Beck (Executive Creative Director, Creative Director & Art Director) Steve Kozman (Photographer)

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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