Taking up from brainstorming practices employed in the advertising industry to assign values to a product, 'Disorganized Attachment I'  presents the artist’s unconscious stream of thoughts through which he contemplates the complex relationship between consumerism and free will. Grounded in the artist's engagement with a sector that is driven by capitalism and consumerism the artist challenges viewers to reassess their engagement with and attitudes towards a consumer-driven world. The work simultaneously prompts viewers to examine the sociocultural and political influences that permeate different aspects of everyday human existence.