ARTIFICIAL DUST

ARTIFICIAL DUST is a Hong Kong based creative studio.

Established in 2021, we offer concept-to-completion services including brand strategy, creative production and ideation.

Specializing in visual, campaign and events. Our work focus on connecting creative minds to various projects.

CLIENTS

adidas Originals, Balenciaga, Levi's, Louis Vuitton, New Balance, Patina Hotels, Warner Music and more.

︎ ︎ ︎ ︎



ARTIFICIAL DUST

ARTIFICIAL DUST is a Hong Kong based creative studio.

Established in 2021, we offer concept-to-completion services including brand strategy, creative production and ideation.

Specializing in visual, fashion campaign and events. Our work focus on connecting creative minds to various projects.

CLIENTS

adidas Originals, Balenciaga, Levi's, Louis Vuitton, New Balance, Patina Hotels, Warner Music and more.


︎  ︎  ︎ ︎



The Ability To See


by Jerry Haha
August 12, 2025

Sometimes having clarity in the future brings you a constant anxiety of chasing the perfect image of your goal. Being able to see and envision the future is impossible in Mordern times. But we, as civilised human being would plan as much as possible to ensure the near future is feasible.

A goal is much different than an objective, where a goal is a long term target to reach for and objective is singular. A goal tend to have direction and value, it is a metric for achieving your final image in life. Objective comes in when a task is handed to you, it takes your judgment to achieve this task. It is a process working towards the goal.

Recently I’ve encountered multiple challenges in my life, challenges that felt much bigger than myself and I have no grip on. I believe it is partly because of my judgments to things are usually in ways where I take a full step back and see how it affects the bigger picture along the way then I find a solution to it. Sometimes the solution might not be subjective, often times it is very much only object. Which it leaves a AI coded answer and judgement to things, with a lack of humanity.

As much as I want to stay in the present reality, the thoughts and plans of the future are inevitable. Over the years, I’ve learnt to control my anxiety with breathing and zooming out so I don’t stress myself out. And when you go through certain stages in life, it is unusual to look back and wanting to relive or redo what you’ve already accomplished. We are all captive to our ambitions, but the reality is often working the opposite way of where our ambition goes. We bascially have no control in life, the only thing we have in control with is our own judgement and perspective. The true objective is the small things in reality and the goal is how we use our judgment to counter the reality.


“It is impossible to get rid of our anxieties about essentials if we do not understand the nature of the universe and are apprehensive about some of the theological accounts. Hence it is impossible to enjoy our pleasures unadulterated without natural science.” — Epicurus