https://koon.cargo.site koon Sat, 14 Jun 2025 08:54:56 +0000 https://koon.cargo.site en https://koon.cargo.site/Header Thu, 09 May 2019 15:28:38 +0000 koon https://koon.cargo.site/Header Hi, I’m Koon.Creative Director, Singapore I am a copy-based creative currently at Section, a digitally-focused creative agency in Singapore. I lead a creative team of talented and hardworking individuals, built to do work and pioneer new grounds in the digital age. In my current role, I’ve helped the team to navigate the transition in and out of the pandemic, optimised our creative process and culture, and racked up some little victories along the way. I’d like to say that there’s a philosophy or secret trick to my approach, but I‘ve realised that mostly, I just try to help awesome people do better. https://koon.cargo.site/NFC-Shop-of-Small-Scoops-Home Sat, 14 Jun 2025 08:54:56 +0000 koon https://koon.cargo.site/NFC-Shop-of-Small-Scoops-Home 2024NTUC First CampusAwareness Campaign <img width="1525" height="858" width_o="1525" height_o="858" data-src="https://freight.cargo.site/t/original/i/555e6c8b3339b3dde5e98d76405d0b3a4bb513fd7de7f0da0e6ad48d9ff02fbd/NFC-Changemakers-home-thumbnail.png" data-mid="234554041" border="0" src="https://freight.cargo.site/w/1000/i/555e6c8b3339b3dde5e98d76405d0b3a4bb513fd7de7f0da0e6ad48d9ff02fbd/NFC-Changemakers-home-thumbnail.png" /> The Shop of Small Scoops We were tasked to help people understand what a holistic afterschool care for Primary School children would look like. So we took the easy way out, and let the kids do all the work – by having them run an ice cream store on their own. See the work here &gt;&gt; https://koon.cargo.site/UQ-CNY-2021-Home Tue, 06 Jul 2021 12:46:00 +0000 koon https://koon.cargo.site/UQ-CNY-2021-Home 2021UniqloLunar New Year <img width="3830" height="2155" width_o="3830" height_o="2155" data-src="https://freight.cargo.site/t/original/i/62c9e724dabfe022c5275a0006a4a402b3b5b05f867b17810938eb237bcd9b5f/Screenshot-2022-10-24-at-10.19.37-PM.png" data-mid="156802357" border="0" src="https://freight.cargo.site/w/1000/i/62c9e724dabfe022c5275a0006a4a402b3b5b05f867b17810938eb237bcd9b5f/Screenshot-2022-10-24-at-10.19.37-PM.png" /> New Year Styles, All Year Essentials For the first Lunar New Year after the COVID-19 pandemic, consumer sentiments were somewhat reserved. It was an opportunity for Uniqlo’s brand philosophy to come through. We took a shot. See the work here &gt;&gt; https://koon.cargo.site/UQ-LifeWear-101-Home Tue, 06 Jul 2021 13:06:25 +0000 koon https://koon.cargo.site/UQ-LifeWear-101-Home 2020UniqloLifewear 101 <img width="1280" height="720" width_o="1280" height_o="720" data-src="https://freight.cargo.site/t/original/i/058f4da6b09db00f40826dacfe1f9de90a460b56fa15f1e5acf011a3f8c9578f/RICE.png" data-mid="113159800" border="0" src="https://freight.cargo.site/w/1000/i/058f4da6b09db00f40826dacfe1f9de90a460b56fa15f1e5acf011a3f8c9578f/RICE.png" /> What’s in a woke wardrobe? Instead of one mega TVC, we made 4 short films, each telling a human story about a different facet of the Navy. A project that holds a special place in my heart, because of my personal history. See the work here &gt;&gt; https://koon.cargo.site/Friso-Prestige-Bio-Launch-Home Tue, 06 Jul 2021 12:42:35 +0000 koon https://koon.cargo.site/Friso-Prestige-Bio-Launch-Home 2020Friesland CampinaFriso Prestige Bio Launch <img width="2774" height="1728" width_o="2774" height_o="1728" data-src="https://freight.cargo.site/t/original/i/d18bec5185f43753e4fab1ba13b1bfca1718ba3c8b7868f52a6c45abf6b62881/KV.jpeg" data-mid="157323005" border="0" src="https://freight.cargo.site/w/1000/i/d18bec5185f43753e4fab1ba13b1bfca1718ba3c8b7868f52a6c45abf6b62881/KV.jpeg" /> Bringing the organic story to Chinese mums It’s funny how launching Friso Prestige’s first organic product began with an earthworm, and took me to in-depth conversations about organic farming with farmers in the Netherlands. But beyond that, this was also a project that allowed me to write scripts that were brought to life with a truly multinational team; shot in Amsterdam with a director and crew that spanned the Americas to Europe, and of course Southeast Asia. See the work here &gt;&gt; https://koon.cargo.site/Rise-Video-Series-Home Wed, 26 Jun 2019 08:37:14 +0000 koon https://koon.cargo.site/Rise-Video-Series-Home 2019Republic of Singapore NavyRise Series <img width="1280" height="720" width_o="1280" height_o="720" data-src="https://freight.cargo.site/t/original/i/058f4da6b09db00f40826dacfe1f9de90a460b56fa15f1e5acf011a3f8c9578f/RICE.png" data-mid="45473975" border="0" src="https://freight.cargo.site/w/1000/i/058f4da6b09db00f40826dacfe1f9de90a460b56fa15f1e5acf011a3f8c9578f/RICE.png" /> Real people, real stories. Instead of one mega TVC, we made 4 short films, each telling a human story about a different facet of the Navy. A project that holds a special place in my heart, because of my personal history. See the work here &gt;&gt; <img width="832" height="493" width_o="832" height_o="493" data-src="https://freight.cargo.site/t/original/i/bba85c87acbba8c6d6854c5c2894a1526ad608cbadb120110b7c009d826ca683/90110568240681.5b563d7fbf7d2.png" data-mid="46798561" border="0" data-scale="46" src="https://freight.cargo.site/w/832/i/bba85c87acbba8c6d6854c5c2894a1526ad608cbadb120110b7c009d826ca683/90110568240681.5b563d7fbf7d2.png" /> https://koon.cargo.site/Disappearance-of-Raffles-Home Mon, 01 Jul 2019 14:47:10 +0000 koon https://koon.cargo.site/Disappearance-of-Raffles-Home 2018Singapore Bicentennial OfficeThe disappearance of Raffles <img width="480" height="263" width_o="480" height_o="263" data-src="https://freight.cargo.site/t/original/i/a34e4e3b06535924a5fc79cd8e1dfac9679a0b81551ff7c270bd4987ac853844/Apr-14-2019-14-05-36.gif" data-mid="45766577" border="0" src="https://freight.cargo.site/w/480/i/a34e4e3b06535924a5fc79cd8e1dfac9679a0b81551ff7c270bd4987ac853844/Apr-14-2019-14-05-36.gif" /> Statements made, questions raised We didn’t want to just launch a year’s worth of celebrations. We wanted a year of conversation. So on the 200th year of Raffles’ landing, we made him disappear. See the work here &gt;&gt; https://koon.cargo.site/Two-Minutes-of-Sweet-Content-Home Sat, 11 May 2019 12:58:49 +0000 koon https://koon.cargo.site/Two-Minutes-of-Sweet-Content-Home 2018Health Promotion Board2 Minutes of Sweet Content <img width="2544" height="1436" width_o="2544" height_o="1436" data-src="https://freight.cargo.site/t/original/i/09765545dfc5dac8ce07f748e68c9a6d075338fa0c6ea9ecbe770e579ef9454b/Screen-Shot-2019-07-01-at-10.03.31-pm.png" data-mid="45763647" border="0" src="https://freight.cargo.site/w/1000/i/09765545dfc5dac8ce07f748e68c9a6d075338fa0c6ea9ecbe770e579ef9454b/Screen-Shot-2019-07-01-at-10.03.31-pm.png" /> Life-saving Internet memes Who’d have thought mindless Internet entertainment could help save lives? We did.&nbsp;By connecting with our audience over the common pleasure of wasting time on the Internet, we convinced them that spending 2 minutes of a Diabetes Risk Assessment test wouldn’t really be such a... waste of time. See the case study and work here &gt;&gt; https://koon.cargo.site/HealthHub-Home Sat, 11 May 2019 13:29:39 +0000 koon https://koon.cargo.site/HealthHub-Home 2018Health Promotion BoardHealthHub TVC <img width="2336" height="1310" width_o="2336" height_o="1310" data-src="https://freight.cargo.site/t/original/i/ca26655fe310981f525be7f6f75777b4f0a37259eb303c6ab020eaa08247ab3c/Thumbnail.png" data-mid="45765492" border="0" src="https://freight.cargo.site/w/1000/i/ca26655fe310981f525be7f6f75777b4f0a37259eb303c6ab020eaa08247ab3c/Thumbnail.png" /> An ad to help you remember To help Singaporeans embrace a new, advanced and convenient way to recall their health data and remember their appointments, we told a story with the ubiquitous tool they currently use to remember. See the commercial here &gt;&gt; https://koon.cargo.site/To-Be-Continued Mon, 01 Jul 2019 14:30:46 +0000 koon https://koon.cargo.site/To-Be-Continued Talk to me! Only a selection of my more recent work has been updated, but you can access my full CV here. If you would like to have a conversation and see more, you can reach me at weekoon.poh@gmail.com