The intent behind making these works was to create a new form of tribes people based on what we negatively consume.
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"Our ancestors would have had to be stung by a load of bees to get the taste of sweetness but all we have to do is grab something from the nearest shop.”
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"It started off as a kind of self administered shamanistic ritual to help pull me out of the grips of a refined sugar addiction hell that I live in. I wanted to take my experience of buying, unwrapping and consuming these items to such an extreme level that I would never be attracted to them again." 
Greed both corporate and personal is where most of the world’s problems are coming from.
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"First humans made primitive artefacts that were decorative embellishments of useful objects they killed and cooked with. These then derived into just being ornamental objects and much later on down the line corporations took all these early learnings about material, shape, colour and taste and further synthesised them to create potent emotional triggers for consumption. My intent has been to take different stages of this 2000 year progression and layer them into specific constructs."
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What this project has ultimately done for me is to make me finally confront how bad my relationship with these food types had really become.
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"We are physiologically manipulated and bombarded to eat and drink more of these food types in so many ways, for example when they made the hole in the top of a coke can bigger I instantly began to drink it much quicker."
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 “The works become a catalogue of self-destructive behaviours, re-packaged eye candy for uncomfortable consumption.” — Brad Feuerhelm
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"I just love watching people getting fat then thin, then fat then thin again. It reflects my own dysmorphic perspective of myself and because its on glossy pages it creates a sense of normality. When Kerry Katona is smiling back at me with a new husband or new round of kids from a magazine I feel hope, however short term lived it may be."
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"These experiences are a massive guttural embodiment of every inch of my emotional self so I have to participate on every level. There is a huge release I find by channeling this expression into a final and physical object. In the same way that someone with less options than I have might punch a stranger in the face at a pub."
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