His films dissect consumer culture and corporate manipulation, particularly in 'Her' and 'Adaptation,' exploring how products and media shape human desire and identity.

He critiques consumerism and branding in 'Fight Club' and 'The Social Network,' exposing how marketing and product design drive social behavior and capitalism.

His documentaries and narrative films examine obsession and desire, revealing the psychology behind why people are drawn to products, places, and ideologies.