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 runs her media ban as media space Sony Time reveals the B-Rate speakers Sprite The pop-up after the pop-up
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.
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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 gets a “medal”. Because the real winners are those who use protection.

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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.

Key visual for The Tattoo Uncover: Wu Yan Ni's shoulder tattoo, half-hidden in shadow, with the line turning a media ban into a media space.
Profile of Wu Yan Ni, China's most prolific hurdler in recent years, with her name and a run of race photos and medals.
Quotes criticizing Wu Yan Ni's tattoo as a bad influence, alongside a line noting the criticism has nothing to do with her performance.
Wu Yan Ni's tattoo cover, taped over in skin tone during a race, explained as compliance with state law rather than her choice.
Case study spread: Lux replaces Wu Yan Ni's tattoo cover with an exact replica of her hidden tattoo, turning the media ban into media coverage.
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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.

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Sprite Campaign name to come The pop-up after the pop-up

Waiting on you.

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About A line about Kenneth, to come.
National Service 2024–2026
Ogilvy Junior Art Director, 2024 Intern, 2023
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