top of page


This film is about questions - how consumer goods, injected with emotional meaning become a part of self or self-medication. The catalyst for this film was a story about a social experiment of the 1920s. A tobacco manufacturer hired a PR company to persuade women to smoke. They staged an event: in the midst of a New York parade, a group of debutantes lit up cigarettes, posing for the press. The headlines proclaimed "suffragettes were lighting the torches of freedom". Once cigarettes became a symbol of female empowerment, they were easy to sell. The image of a female smoker became iconic. This film is a commentary on this past train of thought with its tired, tainted and confining sales-related symbolism. It is exciting to see symbols of female empowerment emerge, independent of marketing campaigns.

Fire Exit series arose from the question: what is safety?



bottom of page