Tan Jian Sheng Raymond


“You must be shapeless, formless, like water. When you pour water in a cup, it becomes the cup. When you pour water in a bottle, it becomes the bottle. When you pour water in a teapot, it becomes the teapot. Water can drip and it can crash. Become like water my friend.” ~ Bruce Lee

I was highly inspired by the above quote and concluded 2 ideas from Bruce Lee. Sustainability and Adaptability. Sadly, these practices were not seen in our modern society, instead we are causing the planet to adapt to us. Many of us were aware that global warming is real and is caused by human activity, primarily the burning of fossil fuels that pump carbon dioxide, methane and other greenhouse gases into the atmosphere. Additionally, global warming is having a measurable effect on the planet right now.


“Many people don’t realize that we are committed right now to a significant amount of global warming and sea level rise…the longer we wait to do something about it, the more change we will have.”

Gerald Meehl, The National Center for Atmospheric Research

Climate Change is the most serious problem we face in the 21st century. Future generations are depending on us. It is up to each of us, as individuals and families, to take action to slow down and eventually reverse the global warming.

One of the most dramatic effects of global warming is the reduction in Arctic sea ice: In 2012, scientists saw the smallest amount of Arctic ice cover ever recorded. Melting polar ice in the Arctic and Antarctic region, coupled with melting ice sheets and glaciers across Greenland, North America, South America, Europe and Asia, are expected to raise sea levels significantly.

More information here:

My plan for this project would be creating an interactive campaign to raise awareness of the current situation: Earth is sinking! This idea involve our daily lifestyle as well as things/action that we enjoy. The use of many different colours in the project portray the quote that we often use: Life is full of colours, especially in the modern society. The campaign would showcase how our daily activities lead to a drastic effect on our planet at the end of the day.

  • Standy
  • Mobile Application
  • Interactive Campaign (End of campaign video)

WHAT ON EARTH? is the title used in this project. It is impactful and creates a cliff hanger feel that would arouse the audience interest to find out what on earth is it about. The standy would be used alongside with the campaign, that encourages the audience to download the mobile app as part of an instructional manual for the campaign. More details and explanation were also given so that user not only follow blindly but also understand the purpose of every item used during the campaign.



WHATONEARTH (mobile app)

The mobile app is design to make things easier for both the user and the staff. User simply just follow the instructions and flash his/her syringe to the staff and they will prepare the syringe for them.

How it works:

  • Choose the colour you like, this determine the syringe colour
  • Choose an activity you enjoy, this determine the tag
  • Choose how often you do it, this determine the amount of liquid in your syringe

_MG_9740 hand hand2


WHATONEARTH (Interactive campaign)

The video explains the overall concept of earth is sinking due to our daily actions.


I had too many changes at the very beginning and ended up very lost during the research process. Definitely I felt that I had left my comfort zone and had picked up several knowledge along the way even though they were not put in used in my concept. There are several failed attempts during the execution and was glad that I manage to pull through and finalise my concept, ideas and design directions. Time management was always my worst enemy. If given a chance to restart the entire project, I would hope to do something that is not so mainstream.

Overall, this course really had been a roller coaster ride, driving me crazy!!! but on the other hand, exciting and ‘wow’ at how much concept that can be derived from ‘water’ itself.

~signing off! CHINAMAN