"Image from a campaign for Tough Jeans. The headline was 'It's a tough world out there.' It was inspired by the film Kill Bill, and I was also taking from the noir comic book feel of the hero in the film, Unbreakable, played by Bruce Willis. We were looking to create images that were arresting and menacing, and took the headline to an exaggerated visual extreme. I felt we had to walk a fine line taking it the the edge without going over it and becoming offensive. After all, it is advertising. I like how the image is violent and moody while still beautiful at the same time, and has that theatrical quality that takes the edge off."