Not only limited to gallery walls and advertisements, Geoff has collaborated with the film industry in his artistic contributions for the film Her. He has also nurtured multiple companies of his own. One of such companies is Pottok, selling fabrics, tote bags and wallpaper adorned with his old designs with a view to de-commodify his art by commodifying it. In conversation, despite his clear talent and renown, McFetridge remains humbled and is open about his own self-doubt, something that we all – great artists or not – experience.