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PSYCHO

A KALTBLUT exclusive editorial. Photography by Piaa Opp. Model is Soraya Jansen. Styling by Brandi Alarcón. Make up & Hair by Stefano Gringeri. ”PSYCHO” tackles the ridiculousness of modern day obsession of social media and the aimed perfection in self portrayal. “I am Andrew Mehany the co founder and creative director of Maison Mehany, a creative content creation production and PR agency founded three years ago carrying it’s visual projects between Cairo, London, Paris, LA and recently Berlin with our first editorial “PSYCHO”. Production by Maison Mehany. Creative direction: Andrew Mehany & Alyah Sallah.


SELF PORTRAYAL IN OUR GENERATION IS A TRICKY BUSINESS, WITH SOCIAL MEDIA BEING A BIG SHADOW OF PRESSURE, PERFECTION AND FAME. THIS PROJECT TACKLES THE RIDICULOUSNESS OF THAT PRESSURED IMAGE! AND HOW IT CREATES A LOW KEY NARCISSISTIC BEHAVIOUR. WITH THE USE OF ANALOG, A 90S VINTAGE TV AND AN OLD-SCHOOL PROJECTOR IN THE SET DESIGN, WE ATTEMPT ON LOOKING AT THIS TOPIC FROM A HUMOROUS PERSPECTIVE. HOW WOULD THE DEGREE OF MODERN DAY SELF OBSESSION LOOK LIKE IN AN OLD TV & AN OLD SCHOOL PROJECTOR.

Production by Maison Mehany / Instagram: @maisonmehany
Photography by Piaa Opp / Instagram: @pia_opp
Model is Soraya Jansen / Instagram: @sorayaonline_
Styling by Brandi Alarcón / Instagram: @bbbmma
Make up & Hair by Stefano Gringeri / Instagram: @mala_educacion
Creative direction: Andrew Mehany & Alyah Sallah / Instagram: @alyahsallah @andrewmehany
Executive production: Andrew Mehany & Alyah Sallah