I believe art should reflect the current state of the world, the zeitgeist. My desire has been burning on the exploration of commercialism in western culture and it's global appearances. Within this, I have included many areas, some only distantly connected to it. Branding, product fetichism, consumer behavior and surveillance, to name a few, have occupied my mind last ten years. Significant part of my work has been under title "NEED", which has been my branding project in process since 1997.

My work could be defined media critical. However, moralizing f ex. western consumerism would be hypocritical of me, the happy consumer. Instead of very direct and explicit reaction on my theme, I like to work from the inside. I use imitation with deliberate errors, exaggeration and misplacement in context to evoke an attention to it. Then I try to deconstruct the protective structures of my theme, yet leaving the (moral)evaluation to the participant. In general, I don't think art can save the world, but it should ignite critical thinking processes. Like twisted stereotypes in my brand-play will open up some of the mechanisms of manipulation in marketing.