The work evokes the urban artistic movement that appeared in New York in the 1970s, known for its egocentric and identity-affirming dimension. What interests the artist is the act of marking public space with one's own name, of repeating a tag from street to street, of declaring one's existence; and in that phenomenon he sees a parallel with present-day social media practice and with the contemporary language of advertising, which he has been studying for a long time. He devoted four years to the project.