'It Could Be You' is an on-going experimental image-making and photography project that explores modern life and pop culture pertaining to society’s frenzied desire to be rich, immediately, enormously and forever. It aims to explore an Irish/British consumer culture that subordinates people to a time economy and that sees freedom as a threat to human prosperity that’s disguised in the form of lottery, inheritances, jackpots and winning at the races.
The project uses social commentary on the correlation between poverty and luck through fly-on-the-wall style documentary photography, and combines and contrasts re-appropriated images from print media using macro photography aiming to deconstruct conventions of commercial enticement in both gambling and lotto advertising.
