Creative director Anna Burns and photographer Thomas Brown appeal to the senses of the hard core male who eats mostly red meat, loves things that blow up and women. Their collages are made up of umbrellas attached to a trellis which begin closed keeping us in wonder. Next, they are opened to reveal the mind blowing image. Finally they are (in most cases) shown burnt to the crisp after a violent finally. The movement of the first second third stages almost brings them alive, like a movie. It is ultra tough guy with scenes of muscle cars air borne over a pit of flames or lounging women spread sexually for the taking.