Sacred Consumption is a large-scale billboard that channels frustration with consumerism, digital saturation, and tech dependence. Using the visual language of advertising, bold colours, distorted imagery, and direct slogans drawing viewers in before unsettling them. Jessica Hesketh’s work critiques how we are constantly being sold happiness and identity, while questioning whether any of it is real choice. The three prints feature my recurring monkey motif, a distorted mirror of ourselves. Influenced by Freud’s theory of repression, the monkey represents our unconscious desires, playful and trusted, yet manipulative. It reflects how brands and digital systems lure us in with comfort while subtly shaping our behaviour. Hesketh’s piece focuses on contrast and tone to make the work feel overwhelming. Glitchy greens and dark textures are broken by bursts of bright colour. The phrase “feed your happiness, let it choke” acts as a sinister tagline, starting softly and turning dark, echoing the manipulative nature of advertising. Mounted like a real ad, the billboard mimics the same systems it critiques. It doesn’t whisper, it demands attention. Hesketh says: ‘I don’t want to offer clean answers; I want to make people stop and feel something. This work is personal, angry, and honest. It’s my protest, and it’s meant to be seen.’