"When I was starting out, conceptual photography had become something that had to be amateur - like, that had to be black-and-white, or photocopied, or really not an object in order to be taken seriously. It had to work against technical mastery, and so on. So I think that my work is full of obstacles in the sense that it does look highly familiar and accessible. It does look like it's already "solved at first sight." It does look like it's part of a larger industry."