Industry Project: FEMALE Magazine
Archive of the Unseen: The Digital Diaries of Gen Z
An Interview-Based Exploration of Untold Stories
Duration:
January - April 2025
My Role(s):
Photographer, Videographer, Post-Production Editor, Social Media Copywriter,
Content Strategist, Digital Marketing Strategist, Creative Director, Article Writer
Project Objective:
This project was developed in collaboration with FEMALE Magazine Singapore as part of a school initiative. Our objective was to immerse ourselves in the magazine’s brand identity, understanding its voice, audience, and editorial direction—to conceptualise, pitch, and develop an article direction that aligns with FEMALE. This project provided a valuable opportunity to adopt a journalistic approach, distinct from my previous work, and allowed me to further develop skills in an area I am eager to explore.
About The Concept:
Archive of the Unseen reflects on how Gen Z is reshaping photography from a tool for public display into a deeply personal diary. I was inspired by observing a subtle yet powerful shift among my peers—moving away from highly polished feeds toward capturing raw, unfiltered moments that often remain unseen. This project explores the emotional depth behind these everyday snapshots, revealing how they quietly document identity, feelings, and memories beyond social media’s performative gaze. It addresses an important generational shift toward authenticity, privacy, and vulnerability, highlighting how this group embraces imperfection and controlled visibility.
By focusing on this evolving mode of self-expression, the project aligns closely with the magazine’s commitment to being at the forefront of cultural change, capturing the nuanced ways new generations challenge norms and redefine how we present ourselves in the digital age.
Article Direction:
This article draws from street interviews to weave together personal stories and recurring themes uncovered through real conversations. It explores the importance of overlooked moments, examining how these images reflect self-perception, memory, and authentic expression in today’s digital landscape.
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By grounding the narrative in lived experiences of people at a similar life stage as our readers, the article aims to foster connection and relatability, creating a sense of community. The interview format is strategically chosen to move beyond abstract theory, highlighting the emotional and personal impact of photography on memory, identity, and reflection. Through thoughtful curation and planning, I want the piece to spark meaningful dialogue, evoke nostalgia, and encourage readers to engage more deeply with their own relationship to photography.
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Instagram Reel:
I conceptualised the Instagram reel as a visual entry point that tied seamlessly into the wider narrative told through the article and TikTok. The goal was to reflect Gen Z’s shift in visual culture, from overly curated, performative content to a more unfiltered and authentic style. To communicate this, I leaned into my strengths in visual storytelling, editing, and narrative cohesion across platforms.
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I crafted a fast-paced, tightly edited reel that conveyed immediacy and rawness through quick cuts and an intentionally unpolished aesthetic. The reel provides a textured glimpse into the people and images featured in the project, offering just enough to spark curiosity without revealing everything. This teaser format served as an effective hook, guiding the audience naturally towards the longer-form content while maintaining visual and thematic consistency throughout.
TikTok:
I initially planned to feature all the interview responses but quickly realised this would dilute the impact due to time limits. Instead, I focused on one meaningful question: “If you had to delete all but one photo from your phone, which would you keep and why?” It offered emotional depth and gave space for genuine, personal stories, something that felt aligned with FEMALE Magazine’s tone.
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This approach allowed me to explore how Gen Z uses photography to capture real, often unseen moments beyond social media performance. In editing, I kept the style casual yet intentional—clean cuts, light background music, and space for each personality to shine. The goal was to create a reel that felt warm, honest, and editorially in tune with FEMALE: modern, fun, and emotionally engaging.
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