I come from a generation in England that considered making money or trying to promote yourself to be morally suspect.

You never really get to touch anything that you're doing unless you print it out. I don't really enjoy making artwork on a computer because it doesn't seem like I've done anything.

Growing up and living in England, I'm surrounded by grey skies and sarcasm, so when I came to America, my first impressions were bright, hopeful, cheerful.

The packaging for music has become a sort of King James Bible, where it elevates the contents to something more spiritual. This is something else that drove me to a newspaper format. I thought, "Let's put it in a newspaper, to get away from that spiritual thing."

In America, the colors sing, they don't just glower at you. The West Coast especially is fantastic. It seems like you can do whatever you want here.

I love going somewhere like Japan where you can't understand a word of the advertising - you just see it for its aesthetic beauty, without feeling that you're being sold something.

I liked taking the elements of roadside advertising out of context because it removes the imperative and just goes to the essence of it - the pure heart of advertising.