More than a dozen years ago, I had a weird idea. I was planning to shoot a project on American cultural imperialism in Mexico and I thought, wouldn't it be neat to shoot everything through Coca-Cola?
The results were stunning. And so it turned into a thing. Since then I've shot Turkey through Turkish coffee, Montreal through maple syrup, the American south through sweet tea, Seattle through Starbucks coffee, and Nova Scotia through Alexander Keith's India Pale Ale.
And I'm just getting started.