studio project 2: choi! touchwood, 2018

choi! touchwood aims to bring better understanding towards superstitions since most youths deem it as nonsense as it is not backed up scientifically, leading to its implausibility.


"choi! touchwood" is common slang in singapore. like many other cultures, singaporean chinese believe that to touch wood, bad luck will be dispelled.

choi! touchwood plans to teach youths about this huge part of our culture, practised by our pioneers in the 1819s of chinatown—superstitions.

note: this is a fictional project.


this showreel gives a summary on the entire campaign, giving you insight on the problem, solution and its deliverables in support of the campaign.


The microsite brings the entire campaign together but its main purpose is to act as a platform to teach the children about each of the characters of the four categories of the superstitions—food, plants, gifts and numbers. View the microsite live here. The following are the highlights of the microsite.


Since my target children are children, it is known that they have short attention spans and are often bored when it comes to reading. Therefore, I have come up with a spread of deliverables that are fun and quirky and all lead to a common purpose—educating them about superstitions.

interactive colouring storybook
One of the main deliverables is the interactive colouring storybook where the child can construct their pop-up pages, colour and even paste stickers based on the instructions. The entire book will bring them through the key superstitions they should learn about as well. The following are the highlights of the book.

playing cards

(mis)fortune cookies

mu tou keychain painting kit

mystery seeds growing kit

back to top ︎

︎   ︎  ︎  ︎  

© 2019 emily choo qianyi, hollowist. all rights reserved.