artist statement

Following a twenty-year career in global brand direction and marketing, my practice functions as an autoethnographic critique of contemporary consumer culture and the systemic violence concealed within industrial agriculture. By actively reverse-engineering the persuasive strategies of corporate advertising and drawing on Hannah Arendt’s concept of the banality of evil, I explore the tension between manufactured joy and systemic fragility.

I deliberately appropriate the saturated, cheerful aesthetics of commercial packaging, placing them in direct dialogue with raw, unforgiving materials. These span both primed and unprimed canvas, wire structures, and fragile cast glass. This material dissonance lays bare the structural violence concealed behind sanitised branding.

Crucially, my practice refuses to be didactic. Influenced by Jacques Rancière’s mute sign and Umberto Eco’s open work, I utilise accessible, naïve emblems, such as the egg, to initially seduce the viewer. To avoid dictating a singular emotional response, I construct these pieces so that this aesthetic attraction gradually reveals an underlying structural tension. This provides an uncluttered, elastic space where audiences can project their own reflections, moving from personal complicity toward collective resilience and radical hope.