Photography Ideas

I want my series to focus around the idea of "stepping out of the rat race". In the Documentary "objectified" one designer says that design is sometimes seen as a wing of marketing, because of many modern objects being designed to "look like the new now, and make the old now look like then". The main reason for this is money it seems and so my photography series will look at people who have chosen to go down a  road that isn't necessarily the most profitable one. These people will be doing what they want, I will try to capture the idea of non-conformity in the series but also make them friendly aswell.