The Cheesy Vase was conceived for a limited Valentine's Day campaign by McDonald's, in which selected objects were gifted to creative partners.

Its title draws on the double meaning of cheesy: literally of cheese, figuratively sentimental to the point of kitsch, a quality few occasions carry as naturally as Valentine's Day. Formally, the vase takes up the motif of melted cheddar, which in the brand's visual language stands for appetite and availability, and removes it from its commercial context.

A hand-sculpted positive model formed the basis of the plaster mould used for casting, and the glaze was matched to the colour of the motif. An image made for fast consumption thus becomes an object intended to last, and the Valentine's gesture, somewhere between sincerity and cliché, becomes a vessel for flowers