My work is deeply inspired by Neil Postman’s observation in "Amusing Ourselves to Death" that television commercials focus not on the character of products but on the character of the consumers. This insight into how brands manipulate images to shape consumer thought forms the core of my artistic exploration. Brands masterfully craft opinions, lifestyles, and values, subtly weaving their narratives into the fabric of our consciousness.

Drawing inspiration from the film "They Live," I incorporate a similar revelation into my art. In the film, the protagonist uses special glasses to decode hidden messages in advertisements, unveiling the true nature of consumer manipulation. This theme resonates in my work, where I employ AR technology to peel back the layers of everyday advertisements, revealing the concealed messages and intentions.

The textual elements in my art are influenced by Barbara Kruger, whose work critically examines the interplay between consumerism and identity. By integrating her bold style, I highlight the aggressive yet subliminal tactics used by advertisements to mold consumer identity.

I chose augmented reality (AR) as the medium to underscore the irony in today's digitally dominated advertisement landscape. Most advertisements today are interacted with through electronic screens; using AR to expose their underlying messages not only critiques this medium but also enhances the viewer's awareness of the pervasive influence of consumerism.

Through this project, I aim to ignite a discourse on the intricate relationship between consumerism and identity, encouraging viewers to question and understand the profound impact of branding on personal and collective identities.