The imagery present in his art suggests an inner struggle to find a place in civilised society, with lone figures standing at a crossroads between salvation and destruction. His art seems to convey a desperate communication with the viewer, urging them to witness the fragile world we live in and the chaos under the surface. With his striking use of vibrant imagery, his work appears to evoke print advertisement, drawing the viewer into the fantasy presented to us and posing questions about the world we live in. Figures present in the work either blend into the background, becoming a part of the landscape itself — perhaps a message about our fragile connection to the environment — or stand out against a few simple ‘Pop Art’ colours.
It is often the colour itself that drives a piece, with our attention drawn to contrasting colours that help to set the tone of the work. In this way, Craig directs the viewer’s gaze, allowing the eye to rest momentarily on key components, highlighting central themes. These combine motifs of religion, violence, and exploitation, sometimes juxtaposed with delicate patterns and intricate line work.
Overall, Craig has produced a body of work that comments on society and seeks to question our relationship to the world around us, with his strong use of popular iconography combined with otherworldly, often mythical figures in a variety of situations.