The No Kidding series is a testament to Hei's love for children. If the name of the series is in fact a play on words in English, it is to support the sad situation experienced by many children in the world, with our consent and sometimes unconscious behavior.

While remaining faithful to its artistic and aesthetic expression, No Kidding strives to create moments of strong emotion, made up of surprises and attitudes characteristic of children that project us into our own past.

Deeply humanist, Hei's series strive to promote human relations, the need for tolerance and diversity, and to denounce the rise of autocracies, racism and indifference to the idiocratic evolution of our society.