Close the Tap Project
Role: art direction, idea/concept, design
Kruger Products was on a mission to make everyday moments more comfortable and meaningful, and I chose to focus on their Scotties tissue brand. My idea sprang from the realization that some of the world’s most groundbreaking ideas have been jotted down on napkins or tissues. Think about it—Picasso sketched his early masterpieces on scraps of paper, Messi famously signed his first contract on a napkin, and Paula Scher’s unforgettable 'City' logo emerged from a spontaneous sketch. Inspired by this, I envisioned a playful twist for Scotties—packaging and tissues that encourage creativity. Imagine people using the tissues to capture their thoughts, sketches, or bursts of inspiration, just like the great minds
before them.
Tagline: Scotties – Not Your Ordinary Tissue.
This project was for the 'Young Glory' competition, with a simple but powerful goal: get people worldwide to close the tap while brushing their teeth. The concept came from realizing that people need a visual trigger to truly connect with an issue. So, I came up with the idea of waterproof stickers for bathroom sinks, featuring images of people who lack access to clean water. These stickers would be sold on a ‘Close the Tap’ community website, with all profits going toward building water infrastructure in the most underserved cities.The website would be fully transparent—donors could create profiles and track exactly where their money went. To take it further, we could partner with Google Maps to help build roads and connect remote areas, bringing them closer to vital resources.
At Hyper Island's Interactive Art Direction program, 54 of us were challenged to create something food-related that would go viral. We developed Beatballs—a web app that turns music into meatball recipes. By analyzing a song’s tempo, beat, and mood, the app generates a unique recipe that matches the song’s rhythm. The faster the beat, the spicier the meatballs; a slower, mellow track leads to a softer, subtler recipe. We also built a prototype machine powered by Arduinos that automatically prepares the meatballs based on the app's recipe. The project went viral, earning coverage from major outlets like BBC, PSFK, W+K Amsterdam, Vice, Trendhunter, OZY, and more.
At the Hyper Island program, WWF tasked us with finding a way to engage people more deeply with their cause. Our insight: people feel disconnected from the issues. We created an interactive mobile game where players take care of endangered species, much like a Tamagotchi. But here’s the twist: no matter how well you care for the animal, it eventually goes extinct—mirroring the harsh reality of endangered species. This powerful experience serves as a wake-up call, raising awareness and offering a direct donation option within the app, turning surprise into action and making fundraising
feel fresh and impactful.
The Hexy project came from my idea to combine the ’Milje’- a traditional Serbian cloth used as a cover for tables or TVs - and privacy protection rights. Nowadays, lots of people are aware of the possibility that they might be monitored from computer cameras, and are covering them with stickers. I came up with a fun solution: to create a mini table cloth to cover the camera.
The name “Hexy” comes from the Serbian word for the technique used to make cloth: “heklanje”(crochet). The long term goal of this project is to create a platform where people could share knowledge on privacy policy, so that people's rights can be more transparent and open.
