McBride's photography in Zeig Mal is considered some of his most significant work, showcasing his ability to blend social commentary with artistic aesthetics, as seen in this PDF about the Zeig Mal Series .
Conceived during the height of the post-WWII sexual revolution, Zeig Mal! sought to radically demystify human anatomy, puberty, and sexual development for children and parents alike. However, its use of explicit, un-staged photographs of children and adolescents navigating their bodies ultimately turned it from a progressive educational tool into a battleground over censorship, public obscenity laws, and changing societal boundaries. The Genesis of Zeig Mal! zeig mal will mcbride