I fell in love with books at a very young age. At the age of 3, my Saturdays were typically spent at a local bookstore. Growing up in the 80s, however, it wasn’t until my teenage years that I got to discover my love for movies. The daydreamer in me loves them both for different reasons. I think there is a beauty in the way a book triggers one part of your imagination to picture what’s not visible solely through the written words — things like the shape of a character’s lips or the way he balls his fists in his own way, while a movie triggers another part of your imagination to try to understand the non-descriptive thoughts and motives behind a character’s visible action. A movie script builds a bridge between these two houses of imagination, and to me there’s something purely magical about that. This is why I have always wanted to make a movie for as long as I can remember.

My answer to the question “Why do you want to make a movie?”

Changing the World

Category: Article / Editorial
Year: 2014
Written for: Flux Lifeground

“No matter what anybody tells you, words and ideas can change the world.” –Robin Williams,Dead Poets Society.

Words and ideas can change the world. One may argue that they cannot, but if you stop for a moment to think it through, if you stop whatever it is you’re doing and really, really think about it, the proof of words and ideas having already changed the world is visible everywhere. You see, there are times when you need to stop listening to what this world has got to say and simply take a look around and see for yourself the things people tend to overlook.

Read the full-length article here.

Anonime

Category: Brand Naming / Website Copy
Year: 2014
Client: Anonime Clothing
Creative Direction & Design by: Andrew Jonathan & Elvina Evania

Anonime is a brand for a new online clothing store offering affordable, rapid-moving fashion for everyone (young adult female, specifically.) The characteristics of the design include: minimalistic, modern, and edgy-yet-feminine. It offers a range of everyday wear.

One person’s “everyday” is different from another’s, and just as the name suggests, Anonime (the feminine form of anonim — Italian for “anonymous”) gives a freedom to each “anonymous”, which is its customer, to add their own personality to Anonime’s product(s) they’re wearing. The name subtly and counter-intuitively proposes both exclusivity of the brand and its “can-be-(for) anyone” personality.

More on the design: here.

Do What You Love What You Do

Category: Article / Editorial
Year: 2014
Written for: Flux Lifeground

“Do what you love; love what you do.” This quote has been quoted, rephrased, adapted, believed, interpreted, and misinterpreted numerous times. It sounds simple and yet it is not. Not everything we have to do in life is lovable. There are things you simply must do although they are not your favorite things. Remember when you were a kid and your activities were basically divided into two groups: work, which is what the adults want you to do, and play, which is what you want to do? Isn’t it everybody’s dream to have these two groups merged? For what we have to do to be the same thing with what we love to do? And just like every dream, there’s always a bite of reality beneath it.

Read the full-length article here.

The Art of Being There

Category: Article / Editorial
Year: 2014
Written for: Flux Lifeground

I had this friend — well, more like a classmate, really — from junior high who called me one night. We had gone to different high schools then, so I hadn’t seen or heard from him in over two years. It surprised me that, of all the people I knew, the call came from him. We had never been close at all in the span of three years being in the same classroom six days a week. I remember he had called me once, asking for my friend’s number. That had been the only call I had ever got from him, and I had thought it would be the last, until that night. I guess he still kept my number, God knows why.

Read the full-length article here.

Fear Less

Category: Article / Editorial
Year: 2014
Written for: Flux Lifeground

Being a three year old — we don’t really remember what that’s like, do we? It might not seem like a significant thing. After all, what do three-year-olds do? They just play all day.  That’s right! They play. We played. And we were good at it, too. You know what else we were good at? Imagining. Imitating. Making anything we wanted to make. Saying whatever we wanted to say. Being carefree. Being ourselves.

Read the full-length article here.

A New Us

Category: Creative Writing / Narration / Video Script
Year: 2013
Client: Dharma & Maya
Direction by: Andre Yap of 
Chris Benaiah

Dharma and Maya were expecting their first baby after a five-year wait. Chris Benaiah made a maternity video for them and I was asked to write a narration they would read in the video. Having known the couple for a few years then, it wasn’t hard to come up with something that, just like themselves, is genuinely touching and honest. Although it was me who wrote them, we couldn’t help but feel as if the words spoken in this video were completely theirs. It felt like they were theirs even as I wrote them down; it felt like I was inside their heads and pushing the words out to the page of my notebook.

View the video here.

Chris Benaiah

Category: Website Copy / Blog Writing
Year: 2013
Client: Chris Benaiah
Creative Direction & Design by: Andrew Jonathan

Chris Benaiah is a Bali-based photography and videography service. Their motto is “real moments will never go out of style”, a personality which was quickly adapted into the tone of voice I used in their website content and blog entries.

View their website here.