Projects
RAM-COM
Seven years after falling in an island in Papua New Guinea, a Moroccan bird has adapted to his new Bower bird lifestyle. It is mating season and the competition is ruthless between Bower birds. Who will charm more females with their notorious Bower bird mating dance?
'I've been thinking a lot about that transitional moment of traveling back home and how the airplane (I always fly Royal Air Maroc [RAM] because it's direct from New York) is a first foot in Morocco, in the strangest way.
I watched RAM's adverts and they completely promote this image of being in Morocco the second you come in the plane, whether it is triggering this home feeling for Moroccans, or establishing folkloric and quality tourism vibes for foreigners. RAM being the national airline and having no competitor in Morocco, it is both a local pride and a disaster when it comes to the quality of the services on board or so I have noticed in the past decade. Often as I sit on the 7 or 8 hour flight between New York and home, I watch short animal documentaries on the TV screens of the airplane. I thought the Bower bird's mating dance from the famous BBC Life series shared some similarities with RAM's promotional strategies.'