It's Not About the House is an outdoor billboard constructed in the downtown of Nablus city in Palestine. Appropriating family-branding strategies in insurance ads from New Palestine, IN, USA, I wondered at Nabulsi families calling the US-family insurance company.  

This work explores place-branding to trouble notions of unity among unreconciled and conflicting groups troubling the definition of the home and family. 

Photo: Majd Assali 2019.

The Seventh Sarha is a 20 minutes 360° video, displaces the Museum of New Palestine, Indiana. Overlapping the landscape of Palestine and the bucolic midwest US landscape New Palestine, IN to mimic uncrossable borders Palestinian citizens cannot travel through, disrupted by historical and 2D contemporary images.

Using Format