Kenneth Choo About
Nothing Piece by piece, the latest iPhone becomes nothing Durex The first Winter Olympics where everyone wins a “medal” Monotype A type born from the scars of gun violence Lux China’s hurdle queen turns media ban into media space Sony Time reveals the B-Rate speakers Heinz Heinz is good for protests but even better for breakfast
Nothing Case (1)

iPhone users appreciate the design of Nothing phone but the design language is too big a jump for them. To ease this transition, Nothing creates an iPhone case. Over time, it breaks down panel by panel to reveal the Nothing Phone(3)’s design.

Case study spread with the insight and execution, press quotes from Campaign and Wired, and results: 3,000,000 phones sold, 142,000,000 impressions, +65% positive sentiment.
Three iPhones in Nothing's clear case, shown mid-transition as the panels break apart to reveal the Nothing Phone(3) design underneath.
Out-of-home billboard for Case (1): a hand holding the case-clad iPhone, headlined “Helps you say goodbye to your iPhone.”
AdAge coverage of the campaign, quoting “Piece by piece, the latest iPhone becomes Nothing,” beside a hand peeling back a panel of the case.
Two models reach toward the case-clad iPhone as it floats mid-air, its clear back revealing the Nothing Phone(3) panel design underneath.
A model's profile in near-darkness beside the case-clad iPhone floating in light, its clear back revealing the Nothing Phone(3) panel design underneath.
Close-up of a hand peeling a panel off the clear case, revealing the Nothing Phone(3) design beneath.
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Durex Durex Medals

Athletes are freaks of nature. Or just freaks. In 3 days, they ripped through the Winter Olympic’s entire supply of 10,000 condoms. Durex thrusts itself into the Olympic Village and gives everyone a “medal”. Because the real winners are those who use protection.

Search results from The Straits Times and The Guardian: Winter Olympians used 10,000 condoms, and the Olympic village ran out after three days.
Durex Medals case board: the idea and execution, condom-wrapper medals in gold, silver and bronze on Milano Cortina 2026 ribbons, with headlines from Adweek, Designboom and Campaign.
Gold: a gold condom wrapper hung on a Milano Cortina 2026 medal ribbon, headlined “Since you like coming first.”
Silver: a silver condom wrapper on the medal ribbon, headlined “Finishing second? The real winner.”
Bronze: a bronze condom wrapper on the medal ribbon, headlined “Came third in a two-horse race.”
The gold medal ad on a large billboard above a city street corner.
A smiling athlete biting her gold condom-wrapper medal, with the AdAge headline “Winning never felt this good.”
A hand holding up the gold wrapper medal on its Milano Cortina 2026 ribbon in the Olympic village, with the Campaign headline “It’s coming home.”
The campaign running along a street hoarding: the gold ad beside a photo of a smiling athlete biting her gold wrapper medal, with the silver ad beyond.
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Monotype Survivor Type

Victims of gun violence suffer with lasting physical, mental and substance use issues that plague them throughout their lives. Are they really survivors? Close-ups of bullet wound scars reveal letters hidden within and spell out their message against a future of gun violence.

Survivor Type key visual: a survivor of gun violence photographed against black, with headlines set in the scar typeface.
A survivor lifts his shirt to show surgical scars, with the line 'a type born from blood' set in the scar typeface.
Survivor Type, third frame.
Protesters outside the Capitol holding placards that spell ENOUGH in the scar typeface.
A protester shouting into a megaphone at a march, placards set in the scar typeface.
Survivor Type book jacket and tote bag mockups in an orange-to-yellow gradient, with the pull quote "I am not a victim, but a survivor."
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Lux The Tattoo Uncover

Win or lose, the conversation about China's hurdle queen — Wu Yan Ni — always revolves around her tattoo. It is seen as a bad influence in China. Every home race, she is forced to wrap it up in athletic tape. Lux thinks that she should be able to express herself however she wants to.

Case study spread for The Tattoo Uncover: the problem, the idea and how it works, over a portrait of Wu Yan Ni on the track wearing the printed tattoo cover on her arm, with press quotes from Dazed and Campaign.
The Lux tattoo cover on its own: a skin-tone strip printed with an exact replica of Wu Yan Ni’s crown-and-flowers tattoo, floating against a purple haze.
A spectator in the stands wearing the printed tattoo cover on her upper arm, with a small Lux mark, as hurdlers race on the track behind.
A Lux billboard in a subway station: a bottle of Lux body wash held between two arms, each wrapped in the tattoo cover.
A Lux poster on a subway platform beside a passing train, with the Adweek line “Wu Yan Ni runs her own image.”
A giant Lux billboard above a stadium’s red and blue seats, with the tattoo cover printed on the U of the logo.
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Sony B-Rate Speakers

After prolonged use, portable speakers face a steep decline in performance. Not Sony’s. While other brands speak through advertising fluff, Sony lets time do the talking.

Key visual: “Time reveals the B-rate speakers” over worn-looking B&O, JBL and Bose portable speakers in black and white.
Four black-and-white print ads: a well-used Sony speaker at a desk, a poolside, a picnic and hanging from a wrist, each captioned “Time reveals the B-rate speakers.”
Digital out-of-home placement at the top of an escalator, showing the desk execution.
Poster placements inside a subway car, showing the poolside and picnic executions.
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Heinz Wake-Up Call

Heinz Ketchup has never been associated with breakfasts. In fact, people are still debating whether ketchup is a breakfast condiment or not. Heinz ends the debate and shows when it’s time to wake up, it has to be Heinz.

Wake-Up Call case board: background and execution beside two Just Stop Oil protesters glued to a gallery wall, one holding a can of Heinz tomato soup, with headlines from Marketing-Interactive, AdAge and Campaign.
Two Just Stop Oil protesters kneeling beneath paintings in a gallery, a can of Heinz soup in hand, with the line “When it’s time to wake up, it has to be Heinz.”
A protester squeezing a red bottle of Heinz ketchup onto a stone wall on a city street, the only colour in a black-and-white frame.
A woman splattered with ketchup on her chest, walking past police in a crowd, with the Heinz wake-up line.
A politician hit by a squirt of Heinz ketchup in a crowd of placards and outstretched hands.
The executions as a row of posters along a park fence, with benches in front.
The ketchup-splattered crowd execution on a billboard mounted under a highway overpass.
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National Service 2024–2026
Ogilvy Junior Art Director, 2024 Intern, 2023
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