Half way through the SCA map, allured in with the guilt-free ever-changing spectacles of the logo lands and beyond, I’ve crossed a dead sea of thrown-away babies, made my way through an escape room full of alluring traps, into a swamp of “you are not saying what you think you are saying”, ambushed by instant self-doubt that could turn anything worthwhile into ashes, only to find myself in a deadly dessert, with an unassembled rifle, having just found my potential operation partner in the middle of sandstorms. Long way to go.  

Over the past couple months, I’ve learned the fatal truth is, most of the time, my messages are lost way before the idea could make its way to the audience. It’s simply not SIMPLE enough. 

“Planting an idea is not just about depth. You need the simplest version of the idea, the one that will grow naturally in the subject’s mind.” Says Tom Hardy in Inception sitting in a loft in Mombasa in his handsome tan linen suit.  

Among some of the golden bricks within creative thinking in advertising, SMP (namely single-minded proposition) is the nail inscribed with “why should i care?” that hammers every single idea together, everything else deserves to be shredded.

This seemed to be particularly difficult for me. As someone who seems to be not particularly good at any languages, thinks messy and communicates even messier. 

So here are some random messes and objects within my surroundings on a Sunday afternoon. 

Underwater Plant: A silent reminder that you need to be a responsible adult 

CAPTCHA (Completely Automated Public Turing test to tell Computers and Humans Apart): Guilty (of being a bot) until proven  

Lost iPhone: Life reset with a major fine and 99 questions about choices made in the past

Coffee Table: A scroll of the status quo    

Halftime in a football match where your team is losing: Sulking with hope

Stress Free: Be