I am fascinated by the struggle to achieve in response to the ideals, needs, and aspirations of an individual, group, class, or culture. Often, the imposed answer creates conflicts between the desired result and the natural order. This conflict becomes the subject of my work.

Society's ideals are not always what is in it’s best interest. America is deluged by commercial advertisements through the Internet, TV, radio, and print. It’s pace is so quick that we can not perceive what we are really seeing. As a result, there is often a double standard between what is portrayed as good and what is actually good for the consumer. It is easy for  ideas to be cheapened and diluted in the translation. Cheap ideas are elevated to icons by repetition and market forces.

Advertisements have created a war between gods and movie stars. The importance placed on actors, athletes, and musicians is out of balance with the figures that have proven to be of a sound moral compass.

When corporations promote products that are detrimental to the health of a society or the environment, they do so at the expense of the consumer. In the 1950s, movie theaters experimented with subliminal advertising in order to increase concession stand sales. The tobacco industry had doctors on TV suggesting smoking was good for you. By design, advertisements benefit the industries that they advertise, not the intended audience. This focus on profit is important to the success of capitalism, but at what expense?

My focus is to use the same tools and images seen in popular culture and mass media to show how the projected goal and the actual goal are two different things. My work often takes the form of a contradiction, or an literal exaggeration of a concept to reveal it’s true nature.