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Jeffrey Choy is a writer and artist whose work interrogates censorship, propaganda, and populist consciousness in relation to colonisation and class disparity. His practice spans print, video arts, installations, and immersive media, with a strong focus on publication arts as a site of critical inquiry into knowledge production and distribution.
Jeffrey co-founded Hidden Keileon, an artist-led collective working with migrant and queer communities to imagine justice-driven futures through non-hierarchical collaboration.
His work invites the curious, the critical, and those seeking spaces for reflection and reimagination.
Inspired by the words of Augustine (3rd-4th century) "Don't complain about the emperor or the times... But say: we are the times. Be a beacon of courage and hope yourself," we believe that art has the power to reach each other and open hearts. This project is born from a deep desire to create a space where everyone feels empowered to be authentic, and where we can grow together in connection. How can we, together, build such a world?
An important goal of "We Are The Times" is to build a bridge between different generations and to spark dialogue about our collective future. That is why, as an integral part of the exhibition period (24 November, 2025 – 18 January, 2026), we have developed a special educational program. We have invited 50 secondary schools for a visit to the exhibition at NDSM-fuse, where they will not only experience the work, but also participate in conversations with people of the organisation Grandparents for the Climate, Amsterdam. This aims to inspire young and old people to to learn about each other's views on life.
We are four artists, each with their own voice and technique – from painting and sculpture, to spatial installation and collage. Alida and Winfried, an artist couple who have been working together for a lifetime, are about to realise their last major project, together with their daughter Anne and her partner Jeffrey. This intergenerational collaboration is a dialogue in itself, in which themes such as generational trauma, identity, propaganda, media, and our connection to ecological systems converge. Our diversity is our strength, a metaphor for the unity in diversity that we so desperately need in the world.
Through works such as Alida's "Mirror of the Soul," Winfried's "The Face of Power," Anne's "Free Fall," and Jeffrey's "The Garden of Transience," we invite you to investigate and, above all, feel the complexity of life – from power and the environment to consumerism and personal responsibility. We want to bring about a primary awareness, art that directly touches life.
Why crowdfunding?
Perhaps you are wondering why we are choosing crowdfunding. The reality is that traditional funding channels are sometimes less inclined to embrace the themes we want to address, or artists of a certain age – like Alida and Winfried who, despite their rich experience, were labeled 'too old'. This project is an enormous undertaking for Alida and Winfried at their age, a project into which they have already made a huge personal investment out of deep conviction and love.
To give you a concrete picture: the total costs for "We Are The Times" are approaching €18,000. Of this, Alida and Winfried have already committed and largely covered about €9,000 from their own resources and with countless hours of their own labor.
Our crowdfunding goal of €7,500 is therefore aimed at covering the remaining, essential costs that we cannot bear without your help:
Materials for the construction of the exhibition (total €4,050)
Personnel for the professional setup and takedown of the exhibition (€3,000)
A small buffer for unforeseen costs that can always arise with a project of this scale.
By choosing this path, we connect directly with you. It's about building a community, a lasting relationship with people who believe in the power of art and the necessity of this conversation. Your support is therefore not just a contribution to these concrete costs, but also an acknowledgment of our dedication and the courage to realize this project against the current and with our own resources leading the way.
Join us: become part of
"We Are The Times"
This is an invitation to support independent artists in realising an urgent and hopeful vision. To invest in a community where critical thinking, dialogue and personal reflection are central. We hope to make our presentation at NDSM-fuse, 24 November 2025 – 18 January 2026.