following the credit crunch of 2008 came a long drought in the advertising section in Egypt, where every pound spent came with loads of questions. which is exactly the opposite of what was happening in the past decade. all the promises made by advertising agencies & clients were postponed & taken back.

my own business was greatly affected by this. then one time i was driving to the north coast, thats where the annual craze in money-spending & intense advertising really shines, & it felt so strange to see this road so deserted as if a war just passed on these lands.

i felt kind of angry, as if i was being lied to all the past years.