He started out as a graffiti artist in the mid-90s. Brian drew a cartoon skull with crosses instead of eyes on models from outdoor advertising posters. This is how he expressed his personal attitude toward the ad industry. Behind his urban art were very important meanings that he wanted to convey to people. First of all, the models’ faces are worthless. Replacing their faces with anything it will still be the same clothing ad. This proves the interchangeability of people in this business. Second, all visual ad is built on creepy pathos. Brian mocked the “stone” faces of the models. The image of the skull with bones emphasizes lifelessness this industry. He wanted to change that, and at the same time to change the importance of brands in peoples’s eyes. The big companies could have sued him, but instead they offered him cooperation.