With a title like "The S#!t They Should Have Shown," the challenge was to decide what to do creatively with a show of "scenes never before shown"... Voyeur? Funny? Shitty?... For this world-famous reality TV series brand, we decided to go with all 3 sensibilities. Rough textures around a keyhole and peering eye seems to do the trick. Artifactuality has successfully branded the eye in the keyhole concept for nearly 5 years and, like good Jazz musicians, has created a variation on this theme each time the show has aired.