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This series is part of a larger exploration into mass psychology, consumerism, propaganda, economic disparity and political posturing exploring how society places guides for individuals to follow in order to maintain order. The system is oftentimes misused for personal gain, deception and control.

While the need for order in a society is required the constructs and management of that order may need to be reviewed and evaluated. The I Am Luff concept suggests that individuals must at least look for the truth behind the guide markers outside the box of their current mental awareness.

The Focus Series suggests that there is more to a scenario than what is pointed out. The larger part of our world is diffused and made to look pretty and inviting. The focus is however on the structure required to maintain the order. 

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