I had been reading a lot of J.G. Ballard in the 90's and was fascinated by the idea of the vapid consumer society, the erotic charge of modern life, where the consumerist things we are coveting are just another form of destroying oneself - a modern world of uncertainty, where lost souls are trying to grab onto something for sense of contentment.

I think the power of image is in mystery - I endlessly create mysteries, by way of this dystopian message, to initiate intrigue.

It's amazing how if you turn up at a studio without an idea, a picture will take itself from momentum, and you quickly can lose control.

I had been reading a lot of J.G. Ballard in the 90's and was fascinated by the idea of the vapid consumer society, the erotic charge of modern life, where the consumerist things we are coveting are just another form of destroying oneself - a modern world of uncertainty, where lost souls are trying to grab onto something for sense of contentment.

I like the drawings. And as a photography fan myself, I would look at Helmut Newton or Irving Penn and like to see the initial notes or drawings, to see where the ideas grew from. Also my sketches are key to my work because I came to realise early on that by doing drawings, I could formulate a plan of what I was thinking of - I could take control and direct the work.

I suppose I like to set myself projects that are tight, focused, and then challenge myself with how broad I can go within that limited aspect. I think to Helmut Newton and film director, Federico Fellini - the added level of eroticism, the arousing message - and how it was possible for them to keep their signatures over so many years.

I did a series of dark, desperate women shoots, my exhibitions weren't being well received, and then 9/11 happened, and I said to myself, "Have I gone too far?" Now I look back and realize going out on a complete limb at the time was right - well, people seem to be really responding to my message now, anyhow!