For example, you now look at pictures from 1968, they are hugely misleading in terms of standing in as an absolute image of the time. Because maybe two percent of the people looked the way that we now associate with that time. I was also aware that what I was aiming for is an idealized, utopian version of how people could be together. I found photography to be a very powerful tool because as long as it looks real, it is perceived as real.

There is this looking at the world as shapes and patterns and colors that have meaning, and you can't deny the superficial because the superficial is what meets the eye. The content can never be disconnected from the surface, and this active interest in surface can never be disregarded from the good art that we admire.

I am interested not in individual readings, but in constructing networks of images and meanings capable of reflecting the complexity of the subject.

My staged work looks so real that people actually take it for documentary. But, in fact, that is my intention, to disguise the manufacturedness of it. Half of my work, or probably more than that, is staged.

It would be so easy to lose the plot now. It's not about achieving something for its own sake, and taking pictures for their own sake. But to make conscious decisions and choices, and it includes this constant questioning - Why am I taking pictures? Because really, the world is... it has pictures enough. I mean, there are enough pictures out there.

What most artists using photography feel that they need to do is to show that they are serious, that they are not taking snapshots. To point a camera at something does not qualify you as an artist because everybody has done that.

Always take yourself seriously... it's not the same as being pompous, or overly self-assured, but it is important to understand that the small little ideas that creep up in your mind, often contain the germ of a much larger project. All great art wasn't born as great art. It first needed to be recognized by the artist him/herself. Through his or her belief in it, it became true.