Eat Idea: Enjoy Eating

Out of every class at MACE, I found out that D&AD work is the assignment that I always look forward to develop it. Contrast to some of my friends, I enjoy working this project very much.

One of the reason is that I chose the topic that I really care about. Food waste is a major problem world wide, and we are responsible for that. With the believe that small habit can change big thing, my aim is to raise awareness that we as human can still fix it.

Another thing is that at some point, I can manage to combine the brief with my hobby. Calligraphy has been my passion for two years. It’s much easier to develop idea from thing that you are already interested in. Probably Hellmann’s brief is very open to wild idea but still fun in the same time.

Including my log, that I chose to note process by hand writing rather than keeping file in computer. Because I understand myself that using hands can enhance my creativity.

In conclusion, in order to enjoy your work, with out feeling of working, playing can play an important role in this. Because the feeling of forcing yourself to work is never fun. It also effect to level of creativity. So the next time you have to work, be sure to play and have fun with it 🙂


Eat Idea: The all-time most common problem

“It’s never too late to follow your dream.”

“It’s never too late to learn something new.”

“It’s never too late to begin again.”

These positive quotes are nice. But arriving work late is a classic problem that people are facing, and getting tired of, these days.

In one of Experience the CI module, I teamed up with Celine to discuss about challenge and problem in CI project. Even though we’re from different backgrounds, but both of us have experience punctuality of our cohorts. We do understand that fashionably is acceptable, but lots of time we waste time to wait for everyone to come and work on. It may also affect people who have meeting or other agenda to do after that, and can’t stay long. These are only some examples of being punctual.

If you know me in person, I’m not gonna deny that I sometimes show up at meeting or class late too. Realizing this problem, one of my aim studying in MACE course is to end up this problem. And these are solutions that I’m trying working on to not being late again.

Time boxing
I learn this term for the first time from Project Management course. Even though a little confusing at first, but thanks to Celine who share me how she organizes her schedule. It’s not only help you manage the time, but also forcing us to prioritize your task and order them.

Enough sleep
Good health leads to good work. When your body is ready, you will feel more confidence to work and get through your work. Even though how hard or boring it can be.

Better prepare
There lots of habits that we should know our self. For me, I know that I spend time on choosing what to wear in the morning. So I am trying to prepare cloth a night earlier.


Finally, I want to end this blog with this quote for those people who’re struggling with this problem, and also myself,

“It’s never too late to fix your being late habit.”

EAT IDEA: Killing your baby?

Baby in this case doesn’t mean, of course, real kids. But it may be your idea that you love and spent loads of time raising them.

This is what I experienced while working on D&AD project. After done lots of research, I came up with several ideas that, well, might work. Some babies are big. Some are fresh and unique. But at the end, you can’t choose them all. So to answer my questions, these are things that help me decide what I should do with my cute babies.

Back to the start

The purpose of project is the most important. You can weight which idea are most suitable for the competition. Should it be formal or informal? Should it be practical or creative?  Who are target groups? That’s the reason setting goal is essential. Brief is attached in my log, so I can always back to read it again whenever having questions.

Keep trying

Don’t stick with only one idea. Creativity process is how you develop idea continuously. But sometimes when you put too much afford on it, you might can’t see other opportunities. You might discover better idea later.

Why choose only one?

Idea isn’t boyfriend that you have to choose only one. It’s about mixing ideas to create something new. You can leave some ideas behind or pivot them into something else instead.

The more input, the better.

Try to research in different aspects. For my work, there are many thing to think about food waste problem. I started with asking my close friends to get some initial ideas. But after reading brief 10 times and doing academic research, I realized that my idea can’t fix the problem properly.

In the same time, research previous work in the competition helps me understand what kind of work judges are looking for. For D&AD, unique and creative ideas can always catch attention.

The more heads, the better.

Asking friends always help. Sharing idea with them helps my gaining more insights and different aspects of my idea. Thing that should be improved or things that I should rethink again. Moreover, we can cheer each other to continue our work. Thank you MACERs :


However, just trust your gut. A lot of time the best decision comes from instinct inside yourself. Because at the end, just choose whatever you happy with. And don’t forget that it must be thing that you’re going to enjoy doing it until the end of the process.


In final, I chose idea that I assume that other contestants will not think about it. This idea also refer to the brand Hellmann’s the best. And most importantly, this idea originated by mixing result from my research and things that I love.

If you’re facing phase of decision, hope you choose it well and wisely. But whatever gonna happen, wish you enjoy it and never regret 🙂





EAT IDEAS: An inspiration from shrimp tail to D&AD

In Experiencing the CI module, MACERs were assigned to do a project for D&AD New Blood Awards, a well-known open award for students. I have heard the name D&AD before from my former colleagues, who won wood pencil last year “The Unusual Football Field Project.” For me, it’s an exciting opportunity to participate in this competition. And it gets more interesting when I found the brief from Hellmann’s that got my attention very well. And I would like to explain the reason and inspiration why I chose this brief in this blog.

Hellmann’s brief is about “combating throwaway culture and cutting food waste with a device, publication or service from Hellmann’s.” It’s actually the problem that I’m facing right now in real life. If you know me in person, you will know that I had never cooked by myself before arriving here in the UK! It’s quite a big achievement for me learning to do it from the scratch. And I’m proud of that, lol.

Photo 11-3-18 22 37 01
Some of my #CookingWithSada dishes.

But there are still many things to learn more, especially planning food. Most of the time, I usually cook for 3-4 meals, but I will get bored of them at some point. And end up throwing them away sometimes. It’s sad, isn’t it? Another thing is that buying in bulk for grocery shopping is quite unavoidable. Because the more you buy the cheaper it is at supermarkets. And money issue is a big thing in this country. However, I can’t use every ingredient in time before their expiry date. It’s another sad story that I have to throw food away, again.

By talking and asking advice from my friends, I realized that I’m not the only one that facing this problem. Most of the international students here live alone, and we don’t have anyone to share food and ingredients with. And then food goes to wast. All of us regret seeing them in a trash bin, but we don’t know how to deal with it. And there are many terrifying facts and figures from this problem. For example, the cost of food waste was £13bn in 2015 and consequently led to greenhouse effect problem. (The Guardian, 2017) That’s something we should think about, right?

Further from my amateur skill in cooking, there’s another reason why I have a concern about food waste problem. It may sound a little bit childish, but let me first introduce this character. This is Ebi Fry no Shippo, or deep fried shrimp tail.

KWE625-1_1The story of Ebi Fry no Shippo (Deep Fried Shrimp Tail), Sumikko Gurashi (San-X)

He, or maybe she, is the character in “Sumikko No Gurashi” or living in the tiny corners series, designed by San-X toy company. He’s the tailpiece of a fried shrimp that’s too hard to eat, so he was left alone in a lunch box. That’s why he always looks sad. His story touched my heart. Having a plush of this miserably cute waste always remind me to finish my dish every time. It’s amazing that this simple and cute idea can encourage people to care more about there food.

Photo 10-18-17, 10 13 02 AM
Shrimp tail’s friends and him who miss his whole delicious body (San-X)

I’ll explain my result work in next blogs. Hope you continue reading my process 🙂




Sketching and Perfectionist

Finally, spring is here in the UK. And of course, I didn’t miss a chance to celebrate the weather outside of London. It’s the perfect time to visit my friend in Brighton. Hopping on the train, and less than 2 hours later, I arrived at this beautiful and lively city.

The cuteness of Brighton’s beach encouraged me to start my new hobby, sketching. Last month I got a birthday present from my boyfriend. It’s a book named “Let’s Make Some Great Art” by Marion Deuchars. (How cute is he that can remember I want this book for a long time ago). So this book brings me to the basic of drawing and other art theory. It’s suitable for both kids and adults who want to learn art in a less serious way. It makes me feel comfortable and gives me confidence to try drawing things I’m not good at.

Back to Brighton, I started doing my journal with a simple 04 Pigma pen, a vivid orange Koi coloring brush pen, and 10 p mini notebook from my hometown. And that’s it. You don’t need lots of equipment or expensive tools to create art. Since it’s a personal journal, you can do whatever you want, or as ugly as you can.

Photo 19-4-18 16 17 26.jpg

The most important thing I learned from this new hobby is perfect doesn’t mean a thing. Only you and mean people will see your flaws. And it’s only you who can let those thing be able to judge you. Every time I draw, I have to skip detail and accuracy. And if you appreciate it, it’s fine. Your perfectionist part will not hurt yourself. I just realized how much I let it ruined my fun before.

I know it might sound overwhelming for someone. But let’s be honest here. The art of learning a new thing is you have to be suck at first. And this happens to everyone, including professionals. No one starts perfectly. We have no idea what successful people have been true before they achieve it. So just enjoy your failure, but never give up!

So dear my overthink and perfectionist friend who is reading this, I highly recommend you to try sketching. With whatever pen or pencil you have, just go out and try to draw something today. Hope you have a happy sunny day 🙂

Dragon’s Den

After weeks that I and my Hi-Phive team has been working hard, that day has come.

About a month earlier, we had to decide a key point for our Design Thinking class. It was hard to choose between service that we’re passionate about and more tangible product. Finally, we came up with the idea of multiple bags in one.

Although it’s different from what we thought, it was fun throughout the process. New idea to develop product came up every 5 minutes, also new problem every 10 minutes. But we really learned that we can’t fit every idea and serve everyone in one product.

About a week earlier, we still had lots of things to do. But at the end we just made it.

And here’s our Edamame Pod

Of course, there are lots of things we can improve them. Still, we are really proud of work that we’ve done. Thank you, girls!

Couldn’t be more excited about how it’s going to look like when the first prototype is finished!

Empathy in action

Everyone has different ways of creating the business. For me, whenever I’m in doubt, I always go back to the question “what is the best thing for my users?” I believe that product or service will serve its task best when customers are happy and feel free when using a product. But how to really know what makes them feel good? That’s empathy. One single but not the easy word to understand. Because putting yourself in shoes of other people is hard sometimes.

One class in Design Thinking module helped me understand this concept clearer. Alice asked us to develop a product or service for disabled people. The point is we have to work in action.

Here’s what we really do.

Photo 1-13-18, 12 03 59 AM

What I and my team did was pushing Riddhima and Apeksha on an office chair, pretending like they couldn’t walk. Helping them to the toilet is already hard, but to use the toilet is another real deal. To be honest, just opening the door is harder than you thought.

From this experience in action, we understand the difficulty of being disabled. How simple task of going to the toilet is already like climbing mountain to some people. We started sharing ideas and stimulated to prove if ideas were work or not. Questions occurred all the time. What’s the best way to pull their body up? How big of the space should be? Every idea was tested in action with empathy thought back in our mind all the time.

Finally, we redesigned the layout of the toilet for disabled. A moving path that patient can move easily from wheelchair to toilet just by sliding. It will be placed diagonally so that they can move easier.

At the end of the day, we achieve the aim of that day topic, understanding what empathy really is. I really think that this skill will help us find the best thing for our consumer in the future.

I also want to share this amazing video that Janja’s shown to MACE student about the difference between empathy and sympathy. So empathy isn’t only about understanding customers, it can help us to think for other people in daily life as well.

Design Teamwork

Like it or not, a human being cannot survive alone. Thus, we have to learn how to live with others or do something more complicated like working. Especially in Design Thinking class that we have to learn in both theory and practice with other people.

Alice and Janja once showed us this vintage video about how Ideo, the famous creative agency, works and keeps creating a great campaign.

And here are some issue that I agree and want to point out in this blog.

No Bossy Here

It was explained in the video that “in a very innovative culture, you can’t have a kind of hierarchy boss, and the next person down”. I totally agree with this statement. Everyone has different skill, which is a good asset to the team. So it might not be a good idea to authorize someone to decide everything.

Learn From Experience

Lots of ideas weren’t born in a room, you have to get out and find them. They didn’t just waiting for the miracle to happen, but ask the real users is one of the keys to success.

Embrace Diversity

From this video, you can see that they came from a different background. These experience from everyone can help developing ideas for the best product.

One Conversation at a time

I absolutely agree with this one. We will never go anywhere if keep changing focus on what we’re discussing about. So make sure everyone is on the same track with everyone.

Another thing that I like about this video is the quote “We are expert in the process how to design stuff”. Because we can’t be good in everything, but I believe that with a good teamwork, anything can happen.

Master piece = Museum’s right?

“Why there’s no Starry Night merchandise here?” my boyfriend had a question while we were strolling in shop of Van Gogh Museum, Amsterdam, during our travelling to Europe. We tried walking around there for more than three times, but we couldn’t find any products that related to this famous photo at all, which sadly it is his favorite work of this talented artist. This case reminded me what I’ve studied with Naomi Corn in Intellectual Property Right class in Managing a Creative Business module. After doing some research, I would like to share information in this blog, in case you’re wondering the same thing with me.

Let’s first take a look at the journey of this master piece first. According to Puchko’s article (2015), the right of van Gogh’s art piece belonged to Vincent’s brother, Theo, after his death in 1890. It was sold to artists, collectors, and gallery several times before it arrived to the hands of the founder of Museum of Modern Art, as known as MoMA, more than a century after. Then it was displayed at her museum in New York after her death in 1931.

From here, I had been looking for the tangible information but couldn’t find one. But I believed that MoMA didn’t only purchase on the photo only, but also the right to redistribute this painting or the photo of it for commercial purpose as well. Even though this museum allows visitors to take as many photos as they want, but not including redistribution or any commercial activities from photo that you take. From that point, MoMA is the only juristic person that can produce any product from the photo of Starry Night.

Anything we need to know about taking photo in museum? Basically, it depends on the rule of each gallery and museum. Some may allow photography, but some, like Van Gogh Museum may not. Thus, you should always have an eyes for the available sign. Also from Naomi’s class, I learned that posting photo without permission from the right owner on social media is illegal (Korn, 2017). You can find the reason and other interesting about IP right and museum here in her blog Copyright for Museums & Galleries, which can help you stay away from the jail.


Van Gogh (1889) Starry Night

Fortunately, I found out that using photo of Starry Night for non-commercial purpose is permitted. Van Gogh Studio (2016)

So now I’ve learned that if I want to see the real Starry Night, going to MoMA is inevitable. But I also discovered some interesting facts and rules of copyright in other angle during time writing this blog. I will write what I’ve experienced in different museums in Europe soon. Hope you come back and read it next time 🙂


Korn, N. (no date) Copyright for Museums & Galleries. Available at: (Accessed: 26 December 2017).

Maerker, J. (2015) Copyright At The Museum: Musings In Anticipation Of The IPO Dinner At The MoMA. Available at: (Accessed: 26 December 2017).

Puchko, K. (2015) 11 Things You Didn’t Know About The Starry Night. Available at: (Accessed: 29 December 2017).

Van Gogh Museum (no date) Use and Permissions of Collection Images. Available at: (Accessed: 26 December 2017).

Van Gogh Studio (2016) STARRY NIGHT BY VINCENT VAN GOGH. Available at: (Accessed: 29 December 2017).

Advertising = Annoying?

Advertisement is all around us. It’s in theatre. It’s in tube. It’s in magazine. It interrupts you while watching Beyoncé’s music video on Youtube.  And lots of time, we are overwhelmed get bored of it. So how to make people stay their attention throughout advertisement without hit the skip button?

On the ninth week of Managing a Creative Business module, I had a chance to studying with former JWT media planner, Helen Robinson. I have studied many crucial technique and tools of advertisement. And what are factors to achieve a successful advertisement campaign, such as persuasion, always considering consumer’s point of view, and having a space to breathe and think during advertisement (Robinson, 2017).

After learning some tips. I teamed up with lovely Song Song to create our first ever advertisement script. We have to write synopsis of video advertisement for Bolney’s Cuvee Rose, a high end British wine. However, the advertisement is for FRENCH! And just like we know that French are really proud of their famous wine, we knew that this task wasn’t gonna be easy. And personally, I felt lack of confident when working a task without background or well research information about target group in hand. Because advertisement is a kind of communication, and how we’re gonna create a message without understanding our target audience? And have I mentioned that we have less than an hour to make it happen?

Anyway, the show must go on. I and Song Song tried to bring every best part of Cuvee Rose that explained in brief. From the taste, the best occasion, match food. Adding a pinch of humor, and as many details as we can fit in an hour. We focus on first jobber market segment, because elder group might be more conservative, and harder to communicate with.

Finally here’s our synopsis.

A daughter brings her British boyfriend to meet her French parents for the first time. The conservative mother and father get even more upset when the young charming guy gives them the English wine. But after father has tasted wine that goes well with raspberry cake, his eyes turn brighter. Music starts. Everyone dances happily.

Actually there are more details that I can’t explain everything in this synopsis. But seems like Phil Pinn liked our presentation. He added that this advertisement can also reaches elder French people, and has potential to make a sequel or prequel of the story. To be honest, I enjoyed every presentation from my MACE17 friends. They all had something special in their works and each ones so unique. So I couldn’t believe at first that my team won. Because we’re all deserve those chocolate.


At the end of the class, I didn’t learn only advertisement knowledge, but also knew that working in limit time is possible. Paying attention to detail helps your work a lot. And you don’t have to know everything to achieve something good, like chocolate 🙂



Robinson H. (2017) Creative strategy and planning. (Downloaded: 21 November 2017).