L6 Negotiated Study - Sasqia Pristia

NEGO-
TIATED
STUDY
によって作成された
サスキアプリスティア SASQIA PRISTIA
Sep 18 - Jan 19 PROJECTS
Sep 18 - Jan 19 PROJECTS
DESIGN SPRINT: D&AD: NEW BLOOD
Self-Branding: Saint Matta Microsoft Surface

Editorial: Ghost
Art Direction: Blk. Water SIDE PROJECTS:
Motion Design: CLDF
Digital Experience: Ellicott FUNKY FEET
Copywriting & Typography: #ResponsibleAI SHOWstudio FASHION FILM SUBMISSION
ASAKI CORPORATION (MAJOR STUDY PREP)
DISSERTATION:
“The Means of Seeing: Defining Society

Through Fashion And Its Visual Representation”
THE NEGOTIATED PROJECT:
[ SIKLUS CATHARSIA]
Sprint: Self-Branding
Matta
A Manifesto.
Sprint: Self-Branding
conformity is to
I believe in order and chaos, in all shape or form, in our material and non-material culture.
My belief in breaking rigidity has lead me to combining multiple disciplines across the visual
language spectrum to celebrate the means of seeing and being.
be violated.
Mood Board Sprint: Self-Branding
architecture A.I. nature

visual culture product-
design
fashion image-making
poetry science fiction
Logo Test Sprint: Self-Branding
Visual Arc Sprint: Self-Branding
Visual Arc Sprint: Self-Branding
.: .:
Logo Test pt. II Sprint: Self-Branding
how do I put
T H A T
.: : :: .: .: :. :. :: :.
into a tiny box?
It’s the language I truly speak.
But I keep evolving

The search does not stop here.
Images & Purpose Sprint: Editorial
GHOST: Painted Skin
My goal from this sprint is to create

a couple of spreads inspired by high-fashion
editorial but also experimental in terms of
typography.
I started by editing the pictures guided by how I

want the visual direction to look.
Original images
Keywords:
Dreamy All mainly because I was

inspired by the garment and
Translucent this bit on the left of one of
the photographs and what it
Light-reflecting captures to me.
Experiment Sprint: Editorial
Typeface combination
ABCDEFG
Nis reprempe nimpos qui vendio. Ma aut molor
FreightBig Pro (Light)
Tenez (Light)
maximol uptaect aernat modi ditio
ABCDEFG
Couture Sans
Tenez (Light)
Before After
maximol uptaect aernat modi ditio
Program(s) used: I wanted something soft with

a feminine curve but is still
unique, combined with a
complimentary type that’s on
ABCDEFG
Nisanti
Tenez (Light)
the border of serif and slab. maximol uptaect aernat modi ditio
Spread Sprint: Editorial
The plot is a ferocious ghost Some critics attribute the Ver-

dressed in painted skin and nacular Chinese novel Xingshi
pretend to be a beauty, the Yinyuan Zhuan to him.
amative scholar called Wang
took her home and later she Liaozhai Zhiyi, translated
killed him and ate his heart. variously as Strange Tales
GHOST
After that, the priest killed the from a Chinese Studio
ghost and asked Wang’s wife or Strange Stories from a
“Many to beg a heart from a crazy
beggar, finally Wang was back
Chinese Studio is a collection
of Classical Chinese stories
officers and to life. by Pu Songling comprising
close to five hundred “marvel
画皮 rich people Pu Songling (5 June 1640 –

25 February 1715) was a Qing
tales”[1] in the zhiguai and
chuanqi styles which serve
Dynasty Chinese writer, best to implicitly criticise societal
committed known as the author of Strange
Stories from a Chinese Studio
issues then.
Dating back to the Qing
crimes (Liaozhai zhiyi).
He spent most of his life work-
dynasty, its earliest publication
date is given as 1740. Since
THE PAINTED SKIN is a short ghost story
by the Chinese writer Pu Songling collected in without being ing as a private tutor, collecting
the stories that were later pub-
then, many of the critically
lauded stories have been
strange Tales from a Chinese Studio in 1740.
punished.”
lished in Strange Stories from adapted for other media such
a Chinese Studio in 1740. as film and television.
Blk. Water Sprint: Art Direction
The objective is to create a Direct Mail (B2B)

for Blk Water for super market buyers for pre-
Christmas in-store orders, so a campaign might
as well be needed.
Prepositions: Target audience:
- “Defy Expectations” “ABC1 male or female, urban types 28-40 year olds with busy
- Persuade buyers to join the blk. lifestyle lives and a strong social life. They perceive themselves to be
- Maverick, different, modern, edgy. different, open-minded, confident, modern and stylish.”
Ad research
I THINK I SEE
A PATTERN ON
Taken from //getblk.com
THIS blk RIDDLE.
Ideas
What I’m going for:
Edgy campaign and interactive Direct Mail

and packaging.
Ideas
The inspiration for B2B/Direct

Mail is inspired by the ‘reveal-
mechanism’ with the color of the
water and what’s on the bottle,
but the package-receiver wouldn’t
expect black water until they
interact with it.
Ideas
The mechanism of the ‘surprise bottle’

is inspired to the packaging of the
Japanese soda ‘Ramune’, where the fizz
ball is popped down to the bottle.
INITIAL VISUALS
With the ads from the site, I figured they’re Programs used:
all sport-themed and that makes it quite
easier for me to do the posters for my blk
water lifestyle campaign.
Final Product #1
This is one of the final products. The

approved design might not be in
form of a bottle as it can be a little
bit deceiving and possibly dangerous
because the black ball is essentially
just solidified ink. But the cap will stay
put once it’s twisted.
Program(s) used:
Children’s Liver Disease Foundation Sprint: Motion Design
The objective is to create an educational yet

engaging form of animated video about the effects
of a healthy lifestyle on the liver.
Prepositions:
- Simple, vibrant, fun

- Make the campaign/video playful and Target audience:
interactive Children and possibly young people who have
- Educational and effective access to the mobile devices and internet.
Inspiration
What I’m going for:
Interactive youtube video, with simple

animation (Tap-to-opt style video) so
there has to be several separate short
videos linked to the corresponding
answers.
Dumb Ways To Die - campaign & game by Metro Cuphead (2017) video game by Studio MDHR
Making the storyline
Storyline:
Creating an educational video that is

engaging and also fun is not hard to do if
thought properly, with a proper spine of
the story/storyline.
The idea was to educate the importance

of knowing well what to eat/put in our
body. In my story, the organs of the body
are characters who live in the same
house — the human body.
It all depends on who you ‘invite’ to your

housewarming party.
Making the characters.

This was really fun.
Program(s) used:
Mr. Liver’s friends aka

the diet the liver loves which
consists of carb, (the good kind
of) fat, and protein.
Dietary info:
http://loveyourliver.com.au/diet/
Program(s) used:
Storyboard
1 2 5 6
3 4 7 8a
Storyboard
7b 8b
9b 10
Ellicott Sprint: Digital Experience
The objective is to create a digital re-launch campaign

for the brand, reintroducing the brand to a new
audience by utilizing social media to gain momentum.
Target audience: Prepositions:

The tricky part of this brief is the target audience that - British heritage fused with Swiss precision
has been established by the brand, which is the higher- - Rare and treasured craftmanship
ups and collectors who have chosen the brand because - Purist movement/Purism
of personal taste and associates. This time, the brand
would like to gain a newer market; wealthy audience
with social media.
First move:
‒
“Simplifying the paragraph for a
bigger, clearer picture.”
“the focus here is not on
the product, but on the
narrative that you want
the audience to go through,
the product is the
company of their journey.”
The aftermath to my print-out of the brief — me, after watching several D&AD
pencil-winning campaigns.
Research: Do’s & Don’ts
Competitors
Luxury watch brands do not advertise

often, but when they do, it usually involves
famous figures and is very focused on the
photography aspect of the ad and a smart
catch phrase.
On this page is a really good campaign about

owning a watch that’s been passed on by
previous generations as a tradition. This is
by a luxury watch brand Patek Philippe.
“You never actually own a Patek Philippe. You

merely look after it for the next generation.”
More campaign from

competitors.
‒
Baume & Mercier
“Creativity & Craftsmanship”
Tag Heuer
“Don’t Crack Under Pressure”
Research: Do’s & Don’ts
I was advised to NOT look at watch

brands for research and observe high-
end clothing, shoes, and cars instead.
On this page is my finding from Gieves

& Hawkes, a high-end suit brand.
Their history is quite similar to Ellicott.
Their approach to being an appointed

brand by the royal family shows pride
on their website pages.
Ellicott Sprint: Copywriting
Sprint: Digital
& Typography
Experience
Mood board
A mood board I created to get a feel

of the kind of lifestyle Ellicott watch
owners live.
I call this mood board ‘Modern King’.

“The Bigger Picture”

‒
Patience is a virtue.
12 pieces of art in 12 locations in the

middle of London, ready to be revealed
by the hour.
The 12 pieces of puzzle will then
compose a picture or an object when
assembled together.
Art direction test.
Visually tested for digital re-launch

campaign to see how it would compliment
the existing assets. Font: FreightBig Pro
The antique for modern royals.

Coming in 2018.
Technology saves the day.

Again.
When the puzzle pieces are displayed

and get people intrigued in solving them,
they could always download the app made
specifically for the event, to find the clue of
the next location.
When the puzzle pieces are To symbolise art that is

assembled, it revealed a date passed down from generation
and time to a black tie event of to generation.
an auction dinner at Sotheby’s
London.
14 / 01 / 19
20:00:00
Sotheby’s
4-35 New Bond St BLACK TIE ATTIRE

London W1S 2RT RSVP: Mary Lou 07123 4567 890
ISTD: Protest Sprint: Copywriting & Typography
The objective is to take a current issue – large or small

– and create a campaign of protest. I tremendously
care about AI (Artificial Intelligence) and I’d like to
advocate ethics for AI to prevent resource misuse and
misunderstanding towards AI.
Target audience: Prepositions:
>18 male & female who: - Modern

- use smartphones & smart devices - Bold & provocative
- appreciate & support AI - Prevent chaos: an outcry for moral compass.
- create & develop AI
- help fund AI labs
- interested in investing and implementing AI into their
businesses
#ResponsibleAI
Ethics for Artificial Intelligence

Campaign powered by:
Research: The concern
Current publication & media raising questions about possibilities

of the use of AI in the near future.
IT NOW Creative Review Creative Review
Forbes WIRED Fast Company

Sweeping through myths.
There seems to be quite the misconceptions when

it comes to AI and inevitable fear when it comes to
something we have yet to understand and have control
over.
In order to gain a deeper understanding on my target

audience (who I’m declaring my campaign to) and -
better yet - the common public, I created a survey to
delve into the common misunderstanding of AI.
First Q’s session on my Instagram:

@saintmatta
Target Audience
Initially, it was hard to categorise my

audience since the interest in AI lies on a
broad spectrum of people, from design &
tech students, experts, to businessmen &
women, so I narrowed them down to a few
categories.
Catered to audience from the age of 18 - 50,

this campaign is dedicated to people who:
- create and develop AI [i.e. tech experts &

students]
- use, appreciate, support [i.e. general public
who buy Alexa by Amazon, Google Assistant
devices, smartphones with built-in AI]
- help fund AI projects [i.e. investors,
business watchers, or even ministers &
senior officials]
Why should we act now?
The machines have arrived, and they are

learning.
There is no danger in wanting safety, but

there is no use in stopping the development
of Artificial Intelligence.
AI has promising features as a resource to
sustain and advance this very civilisation,
at its current state, and before it’s misused,
there needs to be a sort of regulation for this
vast and invaluable resource.
What’s our chance in NOT turning the world

into a dystopia?
Target Audience:
Myths & data mining.
Survey powered by:

Target Audience:
Survey powered by:

Target Audience:
The responses are interesting.
About 70% of the 18 - 25 year olds (as of this result

was screencaptured) are ready to embrace the change
for the automated future yet 60% of them (assuming
they are the same lot) fear and think how much of a
threat AI could be to humanity.
This shows that there’s an interest in finding out the

benefits automated future could potentially offer and
that they’re open to the idea of it to begin with.
Survey is available here:

https://aiethics.typeform.com/to/Ph5Ie6
Graphic agitation
by Liz McQuiston
I was looking at protest graphics and

I found this book that fits this brief
perfectly. This book is also well-
named.
The first book of Graphic Agitation

is about the protests from the 60s
until 2000s, so we’re looking at war
politics, first wave feminism, nuclear
war, and racism.
This works as a retrospective for me.
Copywriting exercise.
Playing with word associations helps me coming up

with catch phrase or taglines for any campaign or
advertising brief.
Words played:
“Artificial Intelligence”
“Ethics”
Catch phrase
WHERE IS THE LINE? FAKE NEWS NO MORE.

THE LINE IS KILLER ROBOTS.
THIS IS AN OUTCRY FOR
ARTIFICIAL MORALITY?
THIS IS THE CALM
DON’T WEAPONISE THIS ONE.
BEFORE THE STORM.
SOLDIER BOTS WILL GOD

DEFINITELY DERAIL DYSTOPIA IS AN OPTION. WAS
THE TROLLEY PROBLEM. NEVER
RE(BOT)LUTION.ACT A
>RUN: 0_ETHICS GOOD
GOD.
Different tones
There’s various approach when it comes to

convincing the generic public and experts.
I’d like to experiment on these different

tones and see which one could convince
both students and investors.
First one is with science fiction

references, which results in a lot of people
believe the kind of dystopia we’ll live in in
the near future.
Second one is minimalistic but bold, with a

touch of provocative words or tag lines.
Initial approach
Dystopia is an option THIS IS AN

OUTCRY FOR
Futura
DYSTOPIA IS AN OPTION
Rajdhani
ARTIFICIAL
DYSTOPIA IS AN OPTION MORALITY?
Gridnik
DYSTOPIA IS AN OPTION
Lab Sans
THIS IS THE
Typexperiment CALM
Testing type & phrases, I’m looking for bold type,
and I’m getting different vibe & different tone from
BEFORE
each and every one of them. Some of them are
complimentary with the direction, some of them aren’t. THE STORM.
THIS IS AN THIS IS AN
OUTCRY FOR OUTCRY FOR
ARTIFICIAL ARTIFICIAL
MORALITY? MORALITY?
THIS IS THE THIS IS THE
CALM CALM
BEFORE BEFORE
THE STORM. THE STORM.
GOD GOD
WAS WAS WHAT
NEVER NEVER TROLLEY
PROBLEM?
AA SOLDIER BOTS WILL
DEFINITELY DERAIL
GOOD GOOD THE TROLLEY
GOD. GOD. PROBLEM.
THIS IS AN THIS IS AN
OUTCRY FOR OUTCRY FOR
ARTIFICIAL ARTIFICIAL
MORALITY? MORALITY?
THIS IS THE THIS IS THE
CALM CALM
BEFORE BEFORE
THE STORM. THE STORM.
THIS IS AN FIND
OUTCRY FOR DISCOVER
ARTIFICIAL CREATE
MORALITY? COMMAND
THIS IS RE(BOT)LUTION.ACT
THE CALM RUN:
BEFORE >ETHICS ?
THE STORM. >Y/N
Second approach
x
D&AD:
D&AD: MicrosoftSURFACE
MICROSOFT Surface The Brief
PROPOSAL
The Brief
Microsoft asks to create a digital/
online campaign that could change
perceptions about Microsoft
product (Microsoft Surface).
Microsoft also adds to consider

incorporating the idea of A. I. into
the concept.
D&AD:
PROPOSAL
target audience
This campaign is targeted for young

creatives, and people who are just
starting their creative journey no matter
the stage of life.
This makes it easier for me to pinpoint
the first cue in order to target this
campaign right in the audience’s heart.
D&AD:
PROPOSAL
First Cue
The first similarity that could help
define the solution is the struggle of a
newborn creative.
My initial thought was to incorporate

that journey that fresh creative is going
through (or perhaps the first few steps of
it) with Microsoft products.
D&AD:
PROPOSAL
but what makes it a

different campaign than
the other tech brands’?
My approach is to create a campaign

that is well-written and well-shot, almost
cinematic. The product itself wouldn’t
make an appearance often, it’s just
there, acting as the main companion to
the character in his/her journey.
D&AD:
PROPOSAL
Good Examples
These are two adverts that I am a fan of. Top is Apple Homepod
directed by Spike Jonze which is cinematically pleasing. Bottom
is Amazon Echo called Dad’s Day. Both have two good story
to tell, but one is more visually pleasing and is longer to enjoy.
The products on both adverts only make an appearance in a few
appearences and yet the impact is still there.
D&AD: MICROSOFT SURFACE PROPOSAL
After the initial steps of thinking, I

found that with the story I want to tell,
there’s an innocence derived from the
nervousness of starting in the creative
journey in that which I feel like needs to
be embraced.
I’d like something heart-warming. I’d like something that

me, my colleagues, my friends, young creatives all over
the world can relate to.
Innocence to me is captured perfectly in Wes Anderson’s

movies. I’m also inspired by Spike Jonze’s Her that captures
I’d just like something quirky
the sense of being and feeling human in a world with advanced
technology. In my outcome, I’d love to capture that relationship
between human and machine.
Moonrise Kingdom (2012) dir. Wes Anderson Her (2013) dir. Spike Jonze
D&AD:
PROPOSAL
One of my ideas is to capture the relationship

of a young creative with his/her piece of
technology. It would be “a day in the life of”,
showing his/her routine and from there it can
be seen the struggle as a young creative, to
keep practicing and to sometimes lose courage
in refining the skill. But most importantly, the
main struggle that I’d like to emphasise is
being put in a box as a creative.
The world is no longer black & white, and

creativity doesn’t stop at one platform.
Creative practices have seemed to merge into
each other and in this day and age,
We don’t like labels. We establish ourselves.

We are what we want to be, whichever platform
and practice we do. Why be one at a time?
Why not all at once?

What to do next
I’d like to make a huge questionnaire on paper

and put it on the magnetic wall in graphics 4th
floor and leave it for a week for people to write
down their answers on a post-it note.
I’d also do way more research and start

making the storyboard.
[ no name ] THE NEGOTIATED PROJECT
カタルシスサイクル
SIKLUS CATHARSIA
SIKLUS CATHARSIA
SIKLUS CATHARSIA
SIKLUS CATHARSIA
カタルシスサイクル
SIKLUS CATHARSIA THE NEGOTIATED PROJECT
WARNING:
ANYTHING IS
THIS PART OF PRESENTATION
CONTAINS GRAPHIC IMAGES OF
VIOLENCE.
A REALITY AWAY
PLEASE VIEW WITH DISCRETION.
混乱しています
THE
SIKLUS CATHARSIA
‒ N AT U R E
Siklus Catharsia is a project developed as a
visualisation of my dissertation, The Means of
OF THE
CHAOTIC
Seeing: Defining Society Through Fashion and
Its Visual Representations, which synopsis will
be shown in the next slide.
I am taking this project as an opportunity to

help myself explore in catharsis.
SELF.私は混
Siklus Catharsia is a continuation to the fashion
project I initiated in Level 5 “ANTICORE”. Siklus
Catharsia is the name of ANTICORE’s SS21
collection.
THE BASIS OF PROJECT
SIKLUS CATHARSIA
RECAP: ANTICORE SIKLUS CATHARSIA
anticore is
an ana-
-
The core of my project is my belief; in the

philosophy of creation, deconstruction, and
nonconformity. Fashion is a great platform to
explore all of that.
gram for
Fashion can provide an extensive range of
media to explore, especially combined with
graphic design. Each element produced in this
project will play its part in harmony to deliver
a message successfully, as elaborated in my
dissertation.
creation.
My task is to define that relationship between
fashion and graphic design by creating a
clothing line in order to explore shapes and
form in a diverse range of platforms.
RECAP: ANTICORE SIKLUS CATHARSIA
B anticore.
AW 20: Origins
C
Fig. A AW 20 show Invitation
Fig B Hang tag
A
ASSETS
Fig.C Clothing label
RECAP: ANTICORE siklus catharsia
anticore「 Origins 」2018

Directed by: Sasqia Pristia
Assisting by: Pav Kailey
Styling & Make-up: Sasqia Pristia
Models: Anna Teece & Leo Lobrev
anticore — evolution
Progress record Sep 2018 - Jan 2019
「 Siklus Catharsia 」
Spring Summer 21
BRAND EVOLUTION siklus catharsia
After its successful first release, Anticore still holds the

retrospective was fully taken into same system in its way
of storytelling (each
account in order to understand
collection is a different
anticore as a brand and its image story of humanity
even more. Changes were made, in different realms).
old & new ideas were fused and The changes lie on its
taken into consideration. This, demographic, therefore
slightly changing its
even for me, was an ambitious
competitor. it’s now a bit
project. more refined.
NEW LOGO
2018 2019
ANTICORE’S COMPETITOR SIKLUS CATHARSIA
COMPETITOR RESEARCH
ANN DEMEULEMEESTER YOHJI YAMAMOTO A-COLD-WALL*
Good & sophisticated design, easy to Sleek deconstructive design, easy Traditional utilitarian fabric that are
study and recreate. Feminine shapes to study and recreate. Doesn’t molded into chic-streetwear garments.
& form even for Menswear pieces. accentuate body shape like traditional
womenswear would. Shape-deforming. Quite hard to study, as the material/
Amongst or just under Yohji Yamamoto fabric is often hard to find and is
(GBP 500-1000 for a pair of trousers) Japanese-design influenced expensive to play around with to
create the look
Quite accessible, sold online (i. e. Around GBP 1000 for a pair of trousers
Net-a-porter, Farfetch and its online Around GBP 300 for a pair of trousers.
store anndemeulemeester.com) and Quite accessible, sold in stores in
its stores abroad. Limited quantity is major cities and online. (i. e. Farfetch, Accessible on Selfridges or online at
made, making it even less accessible. Net-a-porter, SSENSE, official online Farfetch, Net-a-porter, SSENSE, ACW*
store theshopyohjiyamamoto.com) official website.
OBJECTIVES siklus catharsia
SIKLUS CATHARSIA OBJECTIVES
The objective is to create a visual storytelling with a narrative

derived from ANTICORE’s DNA that will be shown throughout
the label’s branding and output, which practice is theorised in
my dissertation. The goal is to simulate coherence amongst the
products.
This season, ANTICORE embraces the chaos and violence that

is the human nature, within the realm that is called SIKLUS
CATHARSIA.
The only question is, why chaos?
Artemisia Gentileschi
RATIONALE siklus catharsia
CATHARTIC PURPOSE
I have taken this project as a personal reflection and as a person

I have always been on the side of Order more than Chaos and
it reflects on my work which I personally think is rather artificial
and sometimes “too sleek”. This project works as an experiment
in order to be more open to the idea of disorder in the hope of
making my work to be a bit more raw.
One that inspires me the most to ascend into that mindset is the
chaotic and violent quality that is embedded in human nature,
which is often reluctant to be embraced because of all the Order
that is the created in the societal system.
Adolphe Bouguerau
INSPIRATIONS siklus catharsia
order=
scheiße
I WOULD LIKE Maison Margiela BY JOHN GALLIANO

A-COLD-WALL* BY SAMUEL ROSS
TO THANK: Peter SALTZSTEIN
Frederich NIETZSCHE
Mostly for the wise words and riveting ideas. Claire BOUCHER
Galliano’s pieces, Ross’ clothing brand, and Prof. Saltzstein proved
that chaos is as important as order. Nietzsche taught me the morale
Inevitable VIOLENCE
in evil and the importance of tragedy. Claire Boucher (Grimes) breaks Order & CHAOS
the boundaries in being an artist by embracing disorder in her
experimentation. The last 3 are something I eventually accepted. The Chaotic Nature OF HUMAN PSYCHE
initial idea siklus catharsia
AUDIENCE PROFILING siklus catharsia
CHANGE OF DEMOGRAPHIC
‒
After ANTICORE’s first collection, the brand’s direction
and its target audience became clearer. Initially, the
brand wanted its garments to be available anywhere to
push the goal of having modesty to be worn everywhere
by 25 - 50 year olds.
However, jumping back into the brand’s value and
identity, ANTICORE has definitely become an avant-
garde label that is sought after by:
- men & women.

- 21 - 41 years old.
- knows fashion inside-out.
- is usually artistically intelligent.
- shops clothing for quality or is supportive of the
designer & their philosophies.
- is genuinely not gravitated towards the
mainstream music.
PLANNING siklus catharsia
ASSETS MOVING CAMPAIGN
PACKAGING DESIGN
the 4 outcomes for
this project is divided
into 4 parts of this
presentation that will
show the process, which
includes: ideation,
SS21 SHOW INVITES research, development
plus experimentation,
online store design and final outcome.
Peter Paul Rubens

PLANNING siklus catharsia
IN ORDER TO > THERE NEEDS

CREATE THE TO BE THE
CAMPAIGN PRODUCT
ITSELF FIRST.
Inspired by deconstruction, I took a couple
of days to refresh my memory on making
shapes on fabric and turning them into
something that looks (quite) wearable.
I took a huge inspiration from Margiela

by John Galliano, Gareth Pugh and
UNDERCOVER (left to right). I also wanted
to create some cyberpunk references on
the garment and imagery to deliver the
story.
GARMENT MOOD BOARD siklus catharsia
With no background in fashion, I created a mood board that’s supposed to help me

visualise and style the garments that I bought on sale for me to experiment with.
I wanted a distressed look on a piece of knitwear to intensify the texture disorder,
shoulder-sharpening cropped jacket with a strap across the chest, and head cover
if possible.
GARMENT EXPERIMENTATION siklus catharsia
PINS &
> It took me a couple of hours to figure out what kind of shapes I could do
with 2 jackets, a jumper, a long cardigan, and a vest.
The grey knitted jumper looks weird in how it’s cut, because I didn’t know
FINGERS
how pattern works precisely and the deconstruction mode started from
there. The rest is with the help of countless pins, needles, and my fingers.
It’s important to know what form and shape to do at least prior to
photoshoot because on set, the least thing everyone wants is to waste
studio time.
GARMENT EXPERIMENTATION siklus catharsia
THE BEGINNING
of 3D SCANNING
(TRNIO APP.)
I have finally begun my journey in incorporating 3D objects into my image-

making practice. Having tried VR and enjoying it from first throughout
second year, I decided to take it up a notch. Since I couldn’t get my
hands on full body 3D scanner, I had a vision of creating a moving
campaign instead of a static campaign.
The Trnio app works well for this project because the rendered object
doesn’t look too neat for the narrative. On the right is an example of a
scan that I took very carefully that it is almost accurate. All I had to do
was to take pictures within the app and move left/right slowly & patiently.
PHOTOSHOOT DAY siklus catharsia
On set, I made some other iterations on the look of the garment. Because
it’s based on deconstruction, I found it easier to just layer it ‘chaotically’
with different kinds of fabric. The pins were major life saver.
I also brought the garment mood board on set to make the styling job
even easier. For the set or tiny physical evironment, I brought some foil and
wires to create that synthetic, plugged-in android feel to the photographs.
Direction, photography, styling & set: Sasqia Pristia

Lighting and assisting: Josh Cutts
Model: Chloe Watling
FINAL 3D SCANS siklus catharsia
The TRNIO app allows the user to upload the scanned

object into Sketchfab.com as a PLY file and the uploader
can publish their scans. Sketchfab gives an option to make
the scans downloadable for public in .OBJ format, which,
according to one of the technicians, is easier to work with
if I wanted to edit and make them into a video sequence.
Credits to the technician, Koray Pezukoglu who sat down

with me and helped format the objects by using Cinema4D
into a looped gif, image sequences, and .mp4.
FRAME LAYOUT siklus catharsia
> The subject in all of the

iterations will be rotating
360 degrees, in loop. Forever.
ITERATIONS.
PROCESSING THE 3D SCANS siklus catharsia
After Effects ↔ Photoshop

WORKING
SIMULTANEOUSLY.
Whilst working on the sequence, I wanted the campaign to have
some sort of a frame. So I created a frame based on my iterations
that I drew and had both Photoshop and After Effects up and
running at the same time to ease me edit the frame.
CAMPAIGN SEQUENCE siklus catharsia
TRYING ITERATIONS.
Most of them work just fine
with plain background.
FILM TO BE
SUBMITTED TO
Fashion Film Festival 2019

This is one of the 3-part campaign for
Siklus Catharsia. The rest is available at
https://vimeo.com/sasqia
TRNIO CINEMA 4D
PACKAGING DESIGN IDEATION siklus catharsia
WHAT WOULD
REPRESENT
When thinking of anticore’s
packaging, I was thinking of huge ANTICORE?.
brands like Hermes and their
packaging. I could never forget the
iconic huge orange box with the
Alfred de Dreux’s painting of the
hitched carriage and waiting groom
on them.
The brand association kept me

mindful of what to pick for anticore. I
would like anticore packaging to look
strong yet feel delicate and personal.
Something that is wrapped with a soft
fabric or rice paper, tied with a black
natural twine around it.
The textured paper would give a

concrete-solid look that is strong and
sturdy. I also love the idea of contrast,
so the black natural twine and black
pheasant feather would add a touch
of delicacy and airiness, contradicting
to the paper.
PACKAGING research siklus catharsia
PROBABLY
SOMETHING
LIKE THIS.
Images are all taken from Pinterest.
research
PACKAGING RESEARCH siklus catharsia
TRACING PAPER PLASTIC FOIL

research
PACKAGING DEVELOPMENT siklus catharsia
Found this template on the internet.

I changed to fit into my narrative
for the time being with the help of
Photoshop.
The key is in the

blending of the layer
and the imagination to
visualise something that
isn’t mine to look like
mine.
PACKAGING research
PACKAGING: OUTCOME siklus catharsia
anticore shopping wrap

2019
INVOICE DESIGN siklus catharsia
MORE FOLLOWING LAST

COLLECTION’S VISUAL,
ROSCHACH ANTICORE IS BACK WITH
MORE ROSCHACH SCANS,
SCANS TO ESTABLISH AN
INITIAL BRAND identity
AND CREATE brand
I WAS INSPIRED BY THE PROCESS OF MUTATION AND
DUPLICATION, ESPECIALLY WHAT’S CAPTURED IN ALEX
ASSOCIATIONS.
GARLAND’S FILM ANNIHILATION (2018). I LIKE THE IDEA
THAT WE ARE ALL THE #SAMEBUTDIFFERENT.
I USE BLACK INK
ON A 170gsm PAPER.
THIS IS AN ASSET FOR
THE INVOICE DESIGN AND
POSIBBLY SS21 SHOW
INIVITES.
anticore.
sans-serif logotype. (2018)
Basier Square
STORE ADDRESS
INVOICE NO.
DATE OF PURCHASE
Basier Square
Items
Price €$£
Footer
Courier
Thank you note

Dr.Carbfred Pro
SS21 INVITATION DESIGN siklus catharsia
You are cordially invited to
ANTICORE SS21
「 SIKLUS CATHARSIA 」
16 : 07 : 59
INGREDIENTS:
FOIL
WIRES
tracing paper
OSTRICH FEATHERS
HUMAN SENTIMENT
INVITATION: EXPERIMENTATION siklus catharsia
THE OLD ANTICORE WAY

the tracing paper helped
create that dreamy frosted
glass look. i was inspired by
the chinatown scene in blade
runner 2049. it creates that
artificial feeling. probably
because of the association with
that blade runner 2049 scene.
LOGO IS PRINTED ON A4 TRACING

PAPER, USING GENERIC PRINTER.
INVITATION: EXPERIMENTATION siklus catharsia
「 MORE TEXTURE SCANS 」
FOIL WIRES
FEATHERS
PACKAGING research siklus catharsia
PACKAGING EXPERIMENTATION
INVITATION: research siklus catharsia
PLAYING WITH LOOKING BACK AT THE FIRST COLLECTION, THE

EVALUATION I’D WRITTEN WAS TO EXPERIMENT
MORE WITH TYPE & LAYOUT. SO I WANTED TO
TYPe
HAVE SOMETHING THAT IS BOLD AND LOUD. THE
SCANNING TECHNIQUE WAS TO MOVE THE PAPER
AS I SCAN, OR MOVE IT LAST MINUTE. RECORDED
PROCESS CAN BE FOUND AT saintmatta.tumblr.com
+ SCANNER
AUTHORITY SCHEISSE
Headliner No.45 Alternate Gothic No.1
FICK DAS
Anzeigen Grotesk
PACKAGING EXPERIMENTATION
OVERLAPPING
ORDER
㆘
CHAOS
ALL I WANTED TO DO WAS TO
OVERLAP HUNDREDS OF LAYERS
AND SEE WHAT COMES OUT OF THE SURFACE
PACKAGING ITERATIONS
anticore
「 SS21 SIKLUS CATHARSIA 」
14 01 2019 14:00:00
Couvent des Cordeliers
15 Rue de L’Ecole De Medecine
75006 Paris
anticore
「 SS21 SIKLUS CATHARSIA 」
ANTICORE
SS21
「 SIKLUS CATHARSIA 」
FUNKY FEET RECORDS SIDE PROJECT
FUNKY
FEET
RECORDS!
Would you like some fresh bass fills?
This is a project I created for fun on the side of

dissertation, design sprint, D&AD, and negotiated project
to take all of that stress away. This is my go-to.
It’s something entirely different to what I’ve been doing.
Target Audience: Prepositions:
- Enjoys funk. Big time. - Modern, good vibes only

- Young and open-minded - The night is young
- Experimental, and modern funk musicians & bands - Fun, playful
- Friendly
Welcome to
Funky Feet Family.
Slap
WHO FOUNDED THIS I find myself always
THING? tapping my feet to it,
then I thought I should
The person who create a recording studio
the
made this presentation. for all the funky heroes
I love. It’s a channel for
everyone who feels the
SO WHAT’S FUNKY FEET
same way towards funk
ALL ABOUT?
bass.
like I do.
It’s all about feeling good
Homemade beats, live
and raising the dopamine
jam sessions, random
here. When you listen to
lyrics that make no
all of our beat heroes,
sense, pure talents,
guaranteed you’ll tap your
we are grateful and
feet.
supportive of the artists
that have joined the
I love funk as a genre,
family.
classic or modern.
I love the good feeling I
get from listening to funk.
Branding & stuff.
The tone of voice for this

branding identity is bold
and quite minimalistic
but also fun.
I was looking for a good

type combination if
I considered making
a logotype but I think
‘Termina’ is the perfect
type for Funky Feet.
I also play with the weight

of the type.
You’ll see a lot

more feet in
this part of the
presentation.
“Why does the shark have

teeth?”, “The shark has
teeth to eat” 1612, that’s the code to
“I see.” my heart.
One six, one two
Star.
Gotta be an
early birdy, if FUNKY TYPEFACES
you want that Mobley Serif

HWT Arabesque
TA-rb
worm.
DESIGN SPRINT EVALUATION
The design sprint has been an effective event in exploring what can be and all of the ideas I had was so literal and I didn’t like them at all. I
done in short period of time, and since I like trying new things, I enjoyed was disappointed because I was confident that I understood the target
it overall. audience but I just couldn’t make something out of it. It was a huge
disappointment for me. Looking back at it now, I would’ve created a
It started with personal branding. This was easy because I love branding proper campaign for it, related to extreme sports, or something avant-
and I had pretty much done the first half of my branding this summer, so garde perhaps.
this was also a part of my summer 2018 project.
Until this day, I still feel like it’s hard to put what I do into a small logo The Children’s Liver Disease Foundation brief was the most fun I did
and a static branding. There is a part of me thinking that I am constantly after having struggles in generating an outcome. This one, I had no
evolving and so is my visual style. I’m still not settled on the logo at problem at all. I had a lot of fun creating the characters for this motion
the moment, and I personally think that there can be a lot more assets design week. I feel like I’m good at it too. At the end, creating the
made from what I’m currently doing. But I know for sure, in the near storyboard was smooth and I got it all done in 3 days. It was a really
future when I produce a lot more work, I can derive something bold good brief, but I don’t think I’d do this for my personal project.
but minimalistic to communicate what I do. But then this also raises a
question if the one who needs to communicate what I do is my work Ellicott was a bit of a struggle to deal with. The struggle lies in the
itself and a logo is just a face I put in the front of all of my work? Or is target audience, in my opinion. When it comes to luxury watches, the
it just a façade? market has been established by itself and where it belongs, which is
the higher-ups and collectors who have chosen the brand because of
The editorial brief was alright. In the 5 semesters of studying Graphics, personal taste and associates. However, this time, the brand would like
I’ve done quite a lot of editorial, or so that’s what I initially thought. I chose to gain a newer market; wealthy audience with social media. All of the
the Ghost: Painted Skin editorial, because I felt like the photographs ideas I had for this was also a huge No. Every single one of them. I was
were simple enough for me to manipulate as there’s a lot of space in it tremendously disappointed in myself because my goal was to create a
compared to the other 2. I wasn’t that happy with the photographs and campaign that’s different than any other luxury watch brand has done
so that’s why I decided to edit them a certain way to fit my direction at but would still maintain that scarcity and value.
the very least. The part that I enjoyed the most in this is deciding which
type to use. To be frank, I was never really a huge typography person But I got a redemption. The last brief, which is a brief from the
but because this job will require me to have a taste in type, I blended International Society of Typographic Designers (ISTD), was a success.
myself in. However, I grew quite sick of making editorials and I don’t When they said to protest for something I care a lot for, I chose ethics
think I’d do this for a living for AI in a heartbeat, because the machines are here and whilst they
I chose Blk Water for the art direction brief because I thought I haven’t gained conscience,
understood the audience a little bit more especially after having quite a
conversation with one of my tutors about how ‘edgy’ Blk water buyers
are. I struggled a bit, trying to generate ideas for the final product,
weaponisation of a massive resource like AI is inevitable. I’m
protesting to declare that there needs to be a regulation for AI &
robotics. Because this is a type & copywriting brief, I got to have fun
exploring type again and also I like copywriting a lot. Doesn’t mean
I’m good at it, though. I thought I could have more fun with it by
making 2 different approaches, one for the general public and two,
for students, tech experts, and investors. I had an idea of changing
the title of recognisable film posters, films that have something to do
with AI resistance (2001: A Space Odyssey, Terminator, Ex Machina)
and I changed the title to one of my tag lines, which is “Dystopia is
an option”. I personally think it works because dystopia IS an option,
and the option is the vote for AI regulation. The second approach
is the type-exploring approach. It was a lot of pleasure to do and
I think they all look well-put-together. I also love making the tag
lines, because I have this discomforting agitation about the massive
fear that people have with AI when they just don’t understand how
beneficial it is as a resource and they often think that the robots are
here to kill us. That is why we need to understand it. That is why we
need to regulate it. This has been a graphic agitation.
PERSONAL BRIEF EVALUATION
This module’s personal brief is by far my most because I really like tidy and sleek-looking copywriting as well, and I’m hoping to learn
ambitious project I’ve ever done. graphics. But I had to do it, for the time being more about it on the next project, as soon as
In an attempt to incorporate my dissertation into and so I forced myself to just let go of that possible. I also found out that I think the role
my project, I then had to create the assets that I control-freak self in me. It was like a constant that I’m looking to go for is the Art Director role,
talked about in my dissertation. The goal was to battle but I think I did okay with it. because I really do care about making narratives
create a narrative across all platform for my brand On the day of the photoshoot, I was so and I just care about a lot of tiny supporting
and ANTICORE’s had a successful launch last unprepared because everything was rushed and things project-wise. And looking back at it, I feel
year. What I wanted to do my doing something I couldn’t afford to waste more time and so I just like I should’ve allowed myself some time for this
different. This was a problem. I felt like I have did it. My friend helped me with the lighting but ambitious project. If it wasn’t for the burnout, I
tried a lot of things in my three years of being in the whole time I was on set, I wasn’t feeling it. think I would’ve done the whole thing so much
graphics and I still wanted to try so much more I wanted something messy but the lighting was better because it wouldn’t have been rushed. I’m
things I haven’t done before. One of my biggest so flat. I didn’t like any of the pictures I took. I excited to finish my D&AD brief because I think I
fears in this project is to do the same thing. I thought it was mediocre at best. I really couldn’t might have hit a good vision for that. Overall, the
wanted to steer clear from repetition and I was even be bothered to look at them. None of that whole experience of this personal project was
really struggling to twist what I had done with worked. In order to do something new for this good. I’d just really like to experiment more with
ANTICORE’s first collection and do something project, I finally got to try include 3D objects into textures, type, and 3D sculpting and scanning.
entirely new for the second collection. I was my visuals. Having done VR from first to second Combining platforms is something I would do
also struggling because of the post-dissertation year, I wanted a dimension that is a little different professionally.
burnout that I went through, all through the that VR. So I wanted to do 3D full body scan.
entire December and I lost the spark to create However, because it is quite expensive to do it,
anything. I only had ideas on the first week of I decided to do it with an app on my phone.
January and so I only had two weeks to execute And so I did some 3D scanning on set from my
my ideas. phone of which it visually worked well with my
It was divided into 2 parts. Ideation and vision because the objects weren’t scanned
research on the first week, and the second perfectly so there was a lot of inaccurate bumps
week I physically spent it on photoshoot and but it was chaotic-looking, which was perfect.
making the assets. So it was one full week of So this was a happy accident.
thinking and then one week of doing, which was I then asked one of the technicians (Koray) to
incredibly dangerous and way too ambitious. It help me render the 3D objects. He sat down
was mentally and physically exhausting. with me through the entire thing patiently. So I’d
The story I wanted to tell was this different realm like to thank him for that.
where we embrace the chaos and violence that I didn’t struggle whilst making the rest of the
is printed in our DNA. I was always too neat and assets because I pretty much have done it a
sleek with my work and I felt like I needed the couple of times.
change to spice things up a bit in my portfolio. Through this project I found out that I actually
I had a hard time making things visually chaotic really like experimenting with type. I really enjoy

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NEGO-

DESIGN SPRINT: D&AD: NEW BLOOD

Self-Branding: Saint Matta Microsoft Surface

“The Means of Seeing: Defining Society

THE NEGOTIATED PROJECT:

architecture A.I. nature

But I keep evolving

GHOST: Painted Skin

My goal from this sprint is to create

I started by editing the pictures guided by how I

Dreamy All mainly because I was

Program(s) used: I wanted something soft with

The plot is a ferocious ghost Some critics attribute the Ver-

画皮 rich people Pu Songling (5 June 1640 –

The objective is to create a Direct Mail (B2B)

Prepositions: Target audience:

What I’m going for:

Edgy campaign and interactive Direct Mail

The inspiration for B2B/Direct

The mechanism of the ‘surprise bottle’

This is one of the final products. The

The objective is to create an educational yet

- Simple, vibrant, fun

What I’m going for:

Interactive youtube video, with simple

Making the storyline

Creating an educational video that is

The idea was to educate the importance

It all depends on who you ‘invite’ to your

Making the characters.

Mr. Liver’s friends aka

The objective is to create a digital re-launch campaign

Target audience: Prepositions:

Research: Do’s & Don’ts

Luxury watch brands do not advertise

On this page is a really good campaign about

“You never actually own a Patek Philippe. You

More campaign from

Research: Do’s & Don’ts

I was advised to NOT look at watch

On this page is my finding from Gieves

Their approach to being an appointed

A mood board I created to get a feel

I call this mood board ‘Modern King’.

“The Bigger Picture”

12 pieces of art in 12 locations in the

Art direction test.

Visually tested for digital re-launch

The antique for modern royals.

Technology saves the day.

When the puzzle pieces are displayed

When the puzzle pieces are To symbolise art that is

4-35 New Bond St BLACK TIE ATTIRE

The objective is to take a current issue – large or small

Target audience: Prepositions:

>18 male & female who: - Modern

Ethics for Artificial Intelligence

Research: The concern