The artist works with methods called subliminal messages, which are visual or auditory stimuli that the conscious mind cannot perceive, often inserted into other media such as TV commercials or songs. This kind of messaging can be used to strengthen or heighten the persuasiveness of advertisements, or to convey an altogether different message entirely. However, these messages can also positively influence people's minds and memories, if they evoke memories that touch people positively. Of course, this can be a very subjective and individual approach, since different memories are essential for moments of happiness.

True subliminal messages cannot be observed or discovered by the conscious mind, even if you’re actively looking for them. This is because stimuli to which we respond every day – the things we see and hear around us – are above the threshold of conscious perception, unlike subliminal messages, which are below this threshold. (https://www.wordstream.com/blog/ws/2017/10/24/subliminal-advertising)