The print/outdoor, part of an elaborate global multimedia effort, was shot in Romania and Prague by Czech photographer Antonin Kratochvil in a black and white "photojournalistic style that's a nod to Ray-Ban's heritage, but at the same time a contemporary interpretation of the brand," Britton adds. The bony, face-stuffing woman of this lead ad is arguably the most resonant image of the series thus far (all the current ads are in the PDF). "The 'supermodel eating a cheeseburger' image was part of our most recent shoot," he explains. "It's a good example of where we're looking to take the campaign as it continues to develop. The first round took a broader approach, meant to invite everyone to 'Never hide.' Future executions will dive deeper into current events and global pop culture."