We decided to look at escalation as an element integral to competition. The act of competing is a contest for some prize, honour or advantage; a rivalry for supremacy between two or more people or groups for a common objective. In contemporary culture this most vigorously manifests itself in competitive macho behaviour: from arm-wrestling to cage fighting, yards of ale to ‘lad’ banter. Attentive to stereotypes, we decided to focus on this most testosterone-fuelled of competitions, liable to escalate to ridiculous extremes at any given moment. We thought the most visually interesting way of dealing with this contention would be to play with these assumptions; a sushi competition not only involves a physically man made object escalating in size, but is also comically reminiscent of a phallus. It’s an unexpected competition and self mocking in its absurdity but one that is no less assertive of its grunting masculinity.