2025 Marketing Campaign Proposal
As an Art Director at GERMS Digital Pte Ltd
Contributed to the conceptualisation, execution, and production of marketing materials for a proposal submission to People’s Association for Shaping Hearts Festival 2025, to steer public perception beyond sympathy to genuine appreciation of the works, and experiences, of artists with disabilities.
Art Direction
Graphic Design
Activation
Graphic Design
Activation
As an event celebrating and giving a platform to artists with disabilities, the concept was built on a simple truth — art is never created in isolation. Every stroke, choice, and detail draws from our collective experiences — consciously or subconsciously, we shape and inspire one another.
From start to finish, the artistic journey is inherently collaborative.
When we come together to appreciate artists with disabilities, we are not just viewing art — we are co-creating a more inclusive, connected society.
To illustrate this narrative, I designed a brightly coloured heart — an abstract representation of the artists’ work — fed by vessels depicting scenes of inclusive interactions on the inner faces of cubes.
I worked with the team to devise a series of pop-up activations that bridged the gap between people with and without disabilities, facilitating interaction and mutual appreciation of art and the artmaking process.
Encouraging active participation and collaboration with PWDs, visitors can co-create art through a shared modular canvas and ‘adopt an artist’s vision’ by purchasing a half-painted card, completing it with their own input.
Inspired by Reddit’s r/place, a shared digital canvas with participants freely contributing one brush stroke at a time, coming together to watch a piece of art manifest in real time — fostering a sense of inclusion and connection through art.
A postcard exchange, with visitors initiating the swap, opening an avenue of connection.
Through uploading a card of their making using customisable templates and an accompanying message of appreciation, visitors then receive a physical postcard featuring a miniature version of a work from a PWD artist, and a short introductory write-up of the artist.