'I am critical of the marketing that has crept into so many facets of our lives. I decided to do work that would counter it by using the same codes used by advertisers such as scale, visibility and eye catching images. I want these new iconic images to be huge and placed in strategic places. The location, the scale and the materials that I decide to use are usually chosen to emphasize what I am trying to state with each project.
Working at very large scales becomes a personal challenge but it also allows me to bring attention to important social issues, the size of the piece is intrinsic to the value of its message. Creativity is always applied in order to define an intervention made only with local materials, with no environmental impact, that work in harmony with the location.'