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Joseph Poh Shou Heng

Singapore

Joseph was a finance major before taking the leap of faith to pursue his passion for fine arts, Fashion and photography. He then pursued fashion media at the Lasalle College of the Arts. Joseph has worked with various leading brands, such as Coca-cola and Maybank - to name a few. He was a former associate producer with MM2 Entertainments. He has also worked on directing numerous commercials from SMEs to Corporate brands such as AsiaOne, Chanel, Pedro, etc.

Joseph has always been mesmerised by the fashion industry since he was young. But, led by his motto, "Aim high into the impossible, and you will land somewhere along the line of that dream with enough effort and determination", he switched his career to pursue arts with zero knowledge while climbing up the ladder from the bottom. After years of receiving education from Lasalle School of Fashion, Joseph has finally learned how he could approach each project by breaking down its intrinsic elements while incorporating a hint of his own to create something different eventually. Joseph's concept approach is inspired by his view of what's happening around the world while at the same time looking back into the past to study its pattern and similarities to combine and create something he believes to be new.

[HERE,NOT] An Experiment in Illusory aims to present an unconventional viewpoint where subjects are interpreted as avatars from a world while the viewer spectates from another side. This unconventional viewpoint refers to a third person perspective. Inspired from how game portrays its players not from the perspective of one's own eyes but rather an overhead perspective where one can see oneself from head to toe. Joseph believes that this perspective enables the creation and introduction of unconventional shots.

An Experiment in Illusory.

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