Expired bubbles (Morocco, Fez)

In a quiet alleyway in the medina of Fez , a UNESCO World Heritage Site, a Coca-Cola billboard is crumbling in the sun and humidity. The slogan " Real Magic ," a vestige of a globalized consumerist image, floats in complete contrast with the adobe facades , closed shutters , and suspension of everyday life .

Between global promise and local reality , this scene captures the precise moment when the magic evaporates . The myth of advertising universality collides here with an old urban fabric, resistant to imported narratives. The worn, as if forgotten billboard evokes the end of the American dream , or at least, its exhaustion outside of major cities.

The visual contrasts highlight a discreet but tangible shift: that of a world where slogans are no longer enough to convince, and where globalized messages fade into the background of a more rooted, slower, and sometimes indifferent daily life.