I don't often shoot a 'documentary' style of sequential photographs.The New Plymouth Tattoo festival is an exception. I find the whole tattoo culture fascinating and photographically exciting. For the last few years there has been a festival in my home town, New Plymouth, New Zealand where artists from all over the world assemble to promote and sell their art. The event is hugely popular with people travelling from all over New Zealand to attend.There are over 150 artists and along with competitions and displays and music , anyone can book in for a tattoo.

What intrigues me is the huge variety of people who now consider a tattoo to be mandatory. There are first timers along with people whose bodies are covered. Of course it's a serious business and today as many women as men wear them - and why not?

I feel sure that New Zealanders are right up there as among the heaviest tattooed population. A favourite image from this series shows a lady nonchalantly looking at her phone while her tattooist adds some fresh ink to her arm. The sense of occasion seems totally lost on her.To me this images symbolises very well the cultural change taking place in New Zealand . Many people seem more concerned about how they look and in an effort to somehow be different-they end up looking the same! It's as though a new tattoo will in some way add meaning and excitement to their lives. A cellphone, A new tattoo and a bottle of Jack Daniels - who says life has to be complicated !