At its core, TA-DA is dedicated to the idea that curiosity and knowledge should not be confined to a specific domain or academic specialization. It embraces a wide range of subjects and topics, covering everything from history, literature, and visual arts to mathematics, natural sciences, and technology. Each issue offers a diverse collection of essays, interviews, and artwork that challenges conventional thinking and prompts readers to approach familiar and unfamiliar subjects from fresh perspectives.
The project is playful in both concept and subject matter, aiming to inspire and captivate the target audience through sharp photographic editing and placement, combined with a text and editorial treatment that balances a sense of drama with intimacy and purpose.