Project 1: The Plastic Problem - WE ARE AT WAR
The Plastic Problem - WE ARE AT WAR I had to frame a new narrative to approach this as the overuse of plastic is still prevalent, despite many efforts to help reduce the use of it. My target audience were the Singaporean men as they are the ones who seem the most indifferent about any type of situation. Singaporeans tend to like marketed messages that were more locally relatable and also things that had more comedic value. The use of social media is the go-to for social cause these days. Keeping the video under one-minute to fit the restrictions of Instagram and still be able to post on Facebook. Drawing similarities to that of a Singaporean Man(Target audience) who has completed National Service but fighting a different enemy- plastic. Continuing the connection with the Singaporean context of post #OperationReadyDate #ORDLO on social media and changing it to fit my narrative. Caption: It is a battle against convenience. They know our weaknesses, They know our strengths. We know they are bad for us, But they know we need them. We need to fight back, We need to protect our land. Help us fight against the use of plastic bags and spread the cause. #OperationReusableBag #ORBLO #ShoppingBagOrder #SBO . . "Got my new tote bag, gonna use it tomorrow #ORBLO"
Project 2: Add, Subtract, Multiply, Divide - Dimensions
I used this project to push the orthodox boundaries of image-making relevant to Architecture and space photography. I wanted to combine the photography of the image on different canvas to create a new and different image, as there are a lot of ways we can see how “add subtract, multiply, divide” can be translated into photography and image making. I found that origami also expressed certain aspects of what the buildings and architecture represented; a structured and geometrical medium. It demands precision, intricate construction and attention to detail. I experimented with different forms and shapes with origami from polyhedral shapes like diamonds, prisms, pyramids and cubes to tessellated design, where we also see much of what inspired modern architecture. In my experimentation, I used base origami patterns and experimented with different ratios and forms.
Project 2: Add, Subtract, Multiply, Divide - Dimensions
Experimentation with printed images. The printed images on the origami created different intersecting lines and divisions that relate back to the brief. This still felt rather stagnant and dead as i wanted to disrupt the symbolism of the structured and rigid idea of what the architecture and origami is. I decided to experiment with projecting onto an origami installation instead. The projection consists of video and stills onto the installation. The moving images over the origami created a more organic and lively feel compared to the structured and rigidity of the elements individually. The elements of the installation were also interactive, such as the kaleidocycles and tessellated objects. This allows the viewer to distort and disrupt the image in different ways and by doing so, creating a new image in the process.
Project 3: Self-initiated - Aiwa
Aiwa Singapore closed in the early 2000s, but is reestablishing itself in Singapore again. I used this project to reconnect the brand back to Singapore with their new products still holding the value and reliability that Singaporeans associate with the name.
Project 3: Self-initiated - Aiwa
While doing my project, I chanced upon this old lady still using and listening to her 20 year old Aiwa radio. It gave me the inspiration to do the video advertisement with Henry Heng. The video production was directed towards going onto social media, as marketing and digital appliances purchases are mainly done online.
