Hidayah (Hids) is a Singapore-based strategic communicator specialising in design and art direction. Driven by a 'full-contact' approach to problem-solving, she blends brand strategy with the discipline of kyokushin karate to craft engaging experiences. Outside the studio, she finds her rhythm on a skateboard or practising pole dance. Whether mastering a martial art or a complex creative brief, Hidayah believes success is rooted in finding the perfect flow. A balance of technical focus and the raw energy needed to move an audience!
Breath as a Commodity
Subverting the vaping paradox by replacing punitive surveillance with sensory care.
This project investigates Singapore's vaping paradox through the tension between state surveillance and global marketing framing inhalation as a 'wellness' lifestyle. Co-design workshops reveal that youths are indifferent to fear-based warnings, preferring sensory relief and mood regulation. Through speculative artefacts Breath Pet, Breath Bank, and Breath Gear, the project critiques how the body is caught between policing and profit. It argues that when fear is policy, apathy is the symptom. Design must shift from control to sensory care.
