[2][3] From 2009 to 2017, Morris produced ten Pharmacopeia documentaries before the show began its first season on the cable television channel Viceland (now Vice TV).
Writing for The Guardian, Tim Jonze drew comparisons between Morris' obsessive dedication to his subject and similar qualities in his father.
Praising his demeanor on the show, Jonze writes: "Morris is a good presence on screen – dressed all in white, he has a sort of charming awkwardness not dissimilar to Louis Theroux (they share the same disarming smile) and he allows his subjects plenty of space to tell their stories.
"[25] In another review for The New York Times, Ross Simonini praised the show's unique tone: "Mr. Morris has a grinning, laid-back persona, with an approach not dissimilar to Hunter S. Thompson’s gonzo journalism.
"[26] Hermione Hoby made similar remarks, writing that Hamilton Morris proceeds with "a mix of gonzo abandon and scholarly rigour".