The Art of Undoing - The Celestial Abyss

Agency

Muma Malaysia

Client

Czip Lee

Product/Service

Eraser

Brief

Erasers have always been perceived as correction tools, compared to pencils taking all the glory of creation. What made it even more challenging for eraser brand MONO Zero, is how ultra-precision was lost among generic precision claims. The brief was to reposition MONO Zero as a creative instrument, demonstrating that erasing can be an act of craftsmanship and artistic creation.

Solution

We inverted the creative process: canvases were covered in graphite, then two artists used only the MONO Zero eraser to carve highlights, textures, and forms by erasing. The gradual reveal of two large-scale surreal artworks showcased artistic control and expressive possibility. The demonstration reframed the eraser from functional utility to a precision creative tool, delivering memorable and impactful brand repositioning.

Credit

Client: Czip Lee
Executive Director: Jason Chen
Chief Community Officer: Joanne Loo

Agency: Muma Malaysia
ECD: Choo Chee Wee
Creative Director: Kong Wei Wen
Art Directors: Yong Yan Jin, Carmen Wong
Illustrators: Yong Yan Jin, Carmen Wong, Jeselyn Tan
Copywriter: Kong Wei Wen
Motion Graphic: Pon Yi Heng
Business Head: Pang Li Li

Photography: Wizard Photography, BeyonDeLens