"Who You Loyal To?" is a short spoken word film that explores the inner thoughts and struggles of a freelance creative. As a freelancer myself, I’m constantly questioning my purpose — am I creating for myself, for others, or just for the money? This piece is a raw conversation between me and my subconscious, challenging these very questions.
Throughout my career, there have been moments where I’ve had to compromise my values, taking on projects I wouldn’t normally choose, just to make ends meet. Too often, it feels like creatives are seen as a service, not as people — expected to drop everything at a moment’s notice to accommodate others, with little regard for our own needs and boundaries.
Writing this film made me realise how little time I was investing in myself. I was pouring all my energy into fulfilling others’ expectations, while neglecting my own growth and wellbeing. "Who You Loyal To?" became a much-needed reminder to pause, reflect, and start putting myself first — to set boundaries, and to understand that there is real power in saying NO. The fear of missing out shouldn’t dictate our choices or compromise our worth.
Visually, the identity strategy was rooted in contrast — darkness vs. light, elegance vs. edge — to reflect the emotional tension throughout the film. The bold neon pink against a deep navy background was designed to be expressive and striking, standing out unapologetically. The oval and star shapes around the “Y” and “YOU” symbolise that you are the bright spot in your own life — a reminder to recognise your own worth before seeking validation from others.
For the marketing, I leaned into the theme of loyalty. For the screening, I designed “Loyalty Stamp Cards” — a playful but meaningful way to encourage people to track moments when they put themselves first in situations where they usually wouldn’t. The idea was to give people a tool for self-reflection, with the goal of eventually treating themselves as a reward for the growth and boundaries they’ve built along the way.
