ESSAY: A GIFT FOR THE BEAST
Everyone is a Girl is a multimedia project on online femininity, fluid (dis)identity, and the cyberbaroque.
"where are the fans now? as a cohort that accumulated immeasurable sleep debt in our key developmental years due to a variety of youtubers, musicians, and fictional characters, it seems like the golden age of fandom is over. tumblr, when it was usable, seemed to provide a unique hellchamber in which parasocial relationships could flourish and lead to sophisticated infrastructures wired by teenage desperation. does tik tok serve the same purpose to young girls(+) today? or are “famous” content creators now so… automated into ubiquity that being a loyal fan is impossible?
for this one, we’re going nostalgic. let’s dust off our digital shrines and reawaken our personal ozymandias’s: we’re going to be practicing a “lonely girl phenomenology” (to borrow a term from chris kraus) in which we recognize that these old desires cannot be eradicated, but only transferred, in the freudian sense. whose face, whose page was the image of refuge to you? where does your desire end up, when it retracts and retracts back to its fountainhead?
let's romanticize together...."
Read my contribution here.
FEATURE: SLOUCHING TOWARDS SINGAPORE
For the Asian Film Archive’s annual Singapore Shorts programme, I was commisioned to write an essay response about Nelson Yeo’s Plastic Sonata and Jonatahan Choo’s Chen Family Awards.
Read about it on the Asian Film Archive’s website here.
SINGAPORE POLYTECHNIC: DEFINE YOUR POSSIBLE
Content StrategyCopywriting
Singapore Polytechnic (SP), the nation’s first and namesake polytechnic, predates the nation’s independence. Synonymous with applied education in Singapore, SP is known for its rigorous curriculum—a standard that has stood the test of time.
Practice Theory was engaged to conceptualise their 2024 recruitment campaign. We found that SP has consistently embraced a progressive and holistic approach to education, adapting to societal and technological shifts. The flexibility of a polytechnic education creates diverse pathways to success, whether in careers or further studies. Even after graduation, SP’s alumni continue to value the opportunities and possibilities the institution has unlocked for them.
Real stories from real people
SP’s existing communications also support this narrative. Their tagline, “It’s So Possible”, hints at an understanding that there are many versions of success. A quick glance at other polytechnics’ recruitment campaigns further displayed a heavy reliance on AI-generated content, with glossy visuals that overlooked the importance of human connection and authenticity. In response, we pushed SP to stand out, not blend in. And what better way to showcase the power of real stories than straight from SP’s diverse and accomplished alumni—from doctors to entrepreneurs to architects.
Define your possible
With a story-led approach, we collaborated with creative production studio AMOK to bring this vision to life. Using a distinctly editorial style for videos and out-of-home advertisements, we set an intimate and aspirational tone, emphasising the real-life achievements of SP’s alumni. Snappy and eye-catching, the campaign brings potential students and their parents closer to the assurance that SP offers—one that inspires ambition for a fulfilling future, no matter the path taken.
...and our MRT ads went viral on SG Gay Twitter too haha....
WAYS OF SEEDING: REIMAGINING PLANT-BASED DINING
Content WritingThe 2024 edition of Singapore Design Week’s flagship event, Neu Folk, delved into the possibilities of design at Marina Central. The theme “Bridging Tradition and Future in Design” activated the area as a design district to explore ideas that emerge from the collective spirit of communities while integrating futuristic visions.
Amidst a world driven by technological fervour,Practice Theory was invited to revisit a typically unfashionable brand to create an experiential space. We were invited to reimagine the retail experience of Zuya, a vegetarian restaurant and long-term tenant at Marina Square Mall, to showcase their delicious plant-based dishes and invite customers to engage with their food in new and meaningful ways.
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Seeding new perspectives
Within a commercial mall, reimagining Zuya’s niche vegetarian retail experience posed a unique challenge. What would it look like to encounter place differently? Through research and conversations with Zuya, we discovered the origins of fake meat were rooted in Chinese cooking. While a third of Singaporeans are actively trying to reduce their meat consumption, many overlook the unique qualities of plant-based food.
In response, we grounded the concept of our booth as a sensorially nourishing and intriguing exchange with food, celebrating its raw form. Rather than substitute, we showcased plant-based ingredients independently and authentically.
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Visualising fruits of labour
In collaboration with Fawn World, a floral design studio and art practice, we created Ways of Seeding, a tactile journey that celebrated the raw beauty of plant-based ingredients. Filtered through drapes, our booth was transformed into a serene space with a circular dining table featuring a striking natural arrangement. Inspired by the elements and flow of Chinese painting, this sculptural piece drew attention to the intrinsic vibrancy of flora and fungi that mirrors Zuya’s mushroom-rich menu.Our signature typographic design on the walls further framed this experience, guiding visitors through a narrative of renewal and decay, mirroring the journey of the plant's life cycle and prompting them to reflect on the interconnectedness of living beings.
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Amidst a world driven by technological fervour,Practice Theory was invited to revisit a typically unfashionable brand to create an experiential space. We were invited to reimagine the retail experience of Zuya, a vegetarian restaurant and long-term tenant at Marina Square Mall, to showcase their delicious plant-based dishes and invite customers to engage with their food in new and meaningful ways.
Seeding new perspectives
Within a commercial mall, reimagining Zuya’s niche vegetarian retail experience posed a unique challenge. What would it look like to encounter place differently? Through research and conversations with Zuya, we discovered the origins of fake meat were rooted in Chinese cooking. While a third of Singaporeans are actively trying to reduce their meat consumption, many overlook the unique qualities of plant-based food.
In response, we grounded the concept of our booth as a sensorially nourishing and intriguing exchange with food, celebrating its raw form. Rather than substitute, we showcased plant-based ingredients independently and authentically.
Visualising fruits of labour
In collaboration with Fawn World, a floral design studio and art practice, we created Ways of Seeding, a tactile journey that celebrated the raw beauty of plant-based ingredients. Filtered through drapes, our booth was transformed into a serene space with a circular dining table featuring a striking natural arrangement. Inspired by the elements and flow of Chinese painting, this sculptural piece drew attention to the intrinsic vibrancy of flora and fungi that mirrors Zuya’s mushroom-rich menu.Our signature typographic design on the walls further framed this experience, guiding visitors through a narrative of renewal and decay, mirroring the journey of the plant's life cycle and prompting them to reflect on the interconnectedness of living beings.
FEATURE: NO DICK, NO KICK? QUEER WOMEN ARE SICK OF THE CONSTANT MALE CREDIT
Unapologetic, defiant queer women are grabbing mainstream narratives by the balls and twisting them to their fancy. For Cherry Affairs on International Women’s Day, I talk to and explore all the (t)horniness of queer sex—coupled with kickass photography from Chris Sim.
Read about it on Rice Media here.