This catalogue draws inspiration from the concept that identity can be commodified and capitalized upon. It delves into the intersections between personal identity and commercial value, offering a critical examination of how elements of identity are transformed into marketable assets.

The book features a series of photographs that document a performance piece conducted in the centre of Dublin during rush hour traffic. This performance involved multiple participants engaging in a playful chase with paint guns, resulting in a vibrant and dynamic spectacle set against the backdrop of an urban environment.

The catalogue employs a mixed media approach, incorporating photography, collage, and typography to create a rich, multifaceted exploration of its themes.