I mocked up some billboards on photoshop - the first is visibly in America and the second in Japan. This is to express that being overworked is a universal issue. It also shows the globalisation of consumer culture.
The image of the model in the billboards has been digitally manipulated to make her smile bigger - this is not instantly recognisable, but the viewer can tell that something is not quite right with the image - it sits on the edge of the 'uncanny valley', conveying to the viewer that something is not quite right.
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