Photographs are interpretations of reality; as such, it is entirely subjective. Most photos are taken with an agenda, to sell something or to make a subject look better than it really is. Think of family snapshots - everyone is smiling and happy.

I avoid Facebook, LinkedIn and Twitter, and if I need to communicate with someone, I email direct.

With photography, I like to create a fiction out of reality. I try and do this by taking society's natural prejudice and giving this a twist.

You can read a lot about a country by looking at its beaches: across cultures, the beach is that rare public space in which all absurdities and quirky national behaviors can be found.

If you photograph for a long time, you get to understand such things as body language. I often do not look at people I photograph, especially afterwards. Also when I want a photo, I become somewhat fearless, and this helps a lot. There will always be someone who objects to being photographed, and when this happens you move on.

The easy bit is picking up a camera and pointing and shooting. But then you have to decide what it is you’re trying to say and express.

I think the ordinary is a very under-exploited aspect of our lives because it is so familiar.