Phew! is a speculative design project entirely designed by myself that aims to answer the following question: What if there was a way to completely eliminate shame?

Represented in the form of luxury, collectible toys, the Phew! Friends' premise was simple - confide your most shameful memories to your doll, and witness as it magically vanishes from your own recollection. I envisioned a world where this toy was marketed as an anxiety-management tool, a glitzier version of the childhood ‘worry doll’ that captured the hearts of millions.