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Hi, I’m Elrid

Copywriter / Senior Creative Director
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Fasting during Ramadan is a means of spiritual purification, an act of worship and an exercise of self-restraint. But for Muslims who spend much of their days online, ubiquitous images of mouthwatering dishes can feel like an unnecessary challenge to their resolve.
Recognizing the constant temptation posed by food ads and culinary content online, as a gesture of solidarity with Singapore's Muslim community, we created the FoodBlocker. A chrome plugin that automatically hides all food-related photos from users' browsers during fasting hours from sunrise to sunset, replacing them with a simple message that read 'Food looks better after sunset’.

2X SHORTLISTs, Creative Circle Awards, Singapore