Idris Izzuddin Bin Affandi

Sadaf is a photographic initiative that encourages individuals to recognise and appreciate the small yet meaningful blessings often overlooked amidst life’s challenges.

Derived from the Arabic word for seashell, Sadaf symbolises hidden treasures—quiet acts of mercy, kindness and grace that exist within everyday life. Through photography, the project captures and shares personal moments of reflection, gratitude and compassion, highlighting the beauty, strength and emotional depth of mercy beyond conventional ideas of love and kindness.

Extending across a photobook and website, Sadaf creates a space for collective exchange and contemplation, inspiring greater empathy, gratitude and understanding toward ourselves and others.

Hilang is an exclusive festive campaign that aims to promote a nostalgic and signature fragrance from the 90s. This immersive experience invites audiences to enter the reimagined home of two sisters for exploration and engagement.

Faye, the younger of the two sisters, vanished from their home in Ridley Park. Despite extensive investigations and public awareness campaigns, her whereabouts remain unknown, and the case remains open. Rhea took it upon herself to uncover the truth behind the sudden tragedy that had befallen them.

Audiences will receive a meticulously crafted case file. This case file includes clues and visuals they will utilise to unlock a secret code. The code allows audiences to navigate through the campaign's website, solving puzzles that integrate elements of mystery and elegant simplicity.

Upon completion of the online hunt, they will gain access to a curated list of Aesop's limited series products only available in this campaign. Equipped with the hints obtained from the online hunt, audiences will visit Ngee Ann, the physical campaign installation featuring the layout of the sisters' home, to search for the hidden products.

Participants will be awarded an unparalleled set of Aesop's thrill-themed and 90s era-inspired products. Collectibles such as Rhea's handwritten letters, a detective identification card and unique stickers will be included in a handcrafted, artisanal crime fiction-designed box.

The unique experience of discovering premium products through a blend of online sleuthing and real-world exploration offers a distinctive chance to interact with Aesop's products, which helps to foster a stronger bond and curiosity towards the brand.

Moments. Fear not the past. Live the present. Embrace the future.

The past will always be a part of us. Both the good and the bad ones. 

It is how we choose to see it. 

We can either let our failures and regrets haunt us or we can choose to accept it with sincerity, learn and better ourselves, uplifting the little successes and progress we make along the way. 

Don’t the bitterness of our struggles and hurdles sweeten the taste our victories?

Have hope.

A Part of Us (APOU) is about appreciating and embracing the different phases in our lives. Many people have experienced setbacks in the past and may still be navigating them, while others worry about future. In doing so, we often miss our present.

APOU encourages forgiveness and constructive reflection on the past, courage and hope for the future and most importantly, the intention to live the best present we can possibly live.

The concept utilises frames and overlays. The frames represent captured moments; every moment in our lives play a role —to break us, teach us, make us smile —but ultimately they make us who we are.

The overlays represent overcoming a minds clouded by fear, anxiety and unforgiveness. The rotation and dynamic movement in the website's landing page represents the complex process of weaving through challenges and obstacles in life to discover one's identity.