Featured LG projects
This week's top LG projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
LG · "Care Instructions - Washer"
This commercial spot for LG focuses on the user experience of household laundry management within a domestic setting. Featuring a narrative centered on the complexities of garment care, the film highlights the integration of AI-driven technology into daily routines. The production, created by TBWA\Chiat\Day NY, utilizes a live-action technique and natural light to maintain a grounded, everyday aesthetic. The project features creative direction by Julie Nichols and Jennie Armon, with production management by Anna Garcia Lascurain and a soundscape composed by Julie Nichols at Squeak E Clean Studios.
LG · Light up your world
LG explores urban atmosphere in "Light up your world," a cinematic commercial that leans into a moody, nighttime aesthetic. The narrative follows two parallel sequences—a man traversing a patterned city bridge and a woman framed within a rainy car interior—to anchor the spot in a distinct, nocturnal landscape. The production utilizes live-action technique to build its narrative, supported by high-contrast low-key lighting and rich color grading. SMUGGLER UK led the creative direction for the campaign, with production services provided by Ocean Films.
LG · 'Love To Laundry' :30
The LG 'Love To Laundry' campaign introduces the WashCombo washing machine through a 30-second commercial. Set within a contemporary domestic interior, the spot focuses on the appliance’s functionality and its integration into efficient household routines. Featuring a live-action technique, the film highlights the interaction between family members and the technology. Natural light emphasizes the clean aesthetic of the space as the wash and dry cycles are demonstrated. Sound design and original music were provided by Swell Sound.
LG · 2026 Life’s Good
The latest campaign for LG, titled 2026 Life’s Good, masterfully recontextualizes high-end consumer electronics within the intimate, lived-in reality of a modern household. Eschewing the cold, hyper-technical aesthetic often found in the technology industry, this cinematic commercial project opts for a narrative-driven approach that prioritizes human connection and domestic serenity. Through a series of quick, rhythmic cuts, the film observes the quiet, unfiltered cadence of family life, capturing fleeting moments such as a child preoccupied with a dinosaur toy or a quiet afternoon spent at an art-strewn table. The cinematography leans into the warmth of natural light, which filters through a minimalist, wood-paneled kitchen to create soft, grounding shadows that pull the viewer into a cozy, aspirational domestic atmosphere. By utilizing a sophisticated live-action technique, the project successfully bridges the gap between sleek technological integration and authentic lifestyle storytelling. The result is a refined brand vision that feels both aspirational and deeply relatable, proving that the most effective way to communicate technological advancement is by embedding it seamlessly into the fabric of daily rituals. It serves as a compelling reminder that the best electronics are those that occupy the background of a well-lived life, allowing personal experiences to take center stage in a visually rich, lifestyle-focused narrative that lingers long after the final frame.
LG · Family Interviews
Technology often promises to simplify our lives, but LG’s latest project, Family Interviews, peels back the layers of that promise to examine the intersection of daily domestic strain and digital intervention. Moving away from polished, high-gloss product demonstrations, the campaign adopts a raw, documentary approach that prioritizes human experience over hardware specifications. Through a series of candid conversations, the project captures diverse individuals—a woman, a young girl, and a man—as they articulate their personal struggles with mental overload and the relentless cadence of daily household chores. By utilizing a neutral grey studio background and tight, medium-shot framing, the production eliminates visual distractions, forcing the viewer to confront the authenticity of the subjects' expressions. The creative team leaned into a stripped-back aesthetic, employing professional soft lighting and a grounded, naturalistic performance style that makes the technology’s role in modern home life feel urgent and relatable rather than purely transactional. This live-action technique elevates the narrative, transforming what could have been a standard corporate feature into an intimate exploration of human behavior. Ultimately, the film successfully anchors the brand within the reality of its consumers, leveraging a cinematic quality that validates the emotional weight of everyday stressors while subtly repositioning technology as a tool for relief within the home environment.
LG · Oops
The 'Oops' commercial for LG presents a high-energy look at mobile device utility across a variety of daily environments. Produced by Greatergood, the film tracks several users through scenes including a residential living room, a vibrant urban center at night, and an outdoor park trail. Utilizing a live-action technique, the narrative emphasizes specific device features related to music playback, self-portrait photography, and fitness tracking. The edit maintains a brisk pace, integrating on-screen text graphics alongside cinematic camerawork to highlight the versatility of the hardware in the consumer electronics sector.
LG · The End of the World
LG explores the intersection of consumer technology and high-stakes drama in "The End of the World." The commercial follows a young protagonist who remains composed while navigating a chaotic city street, as meteors descend in the background. The project relies on a cinematic live-action technique to ground the high-concept premise, utilizing dynamic motion to contrast the unfolding catastrophe with the central character's focus. Produced by Prodigy Films with creative input from Y&R Singapore, the film utilizes complex VFX to realize the scale of the environment. Fin Design + Effects managed the extensive post-production requirements, delivering a sequence that leans into a high-octane visual style to capture the viewer's attention.
LG · Mosquito Away
LG introduces their Mosquito Away technology in this cinematic commercial produced by Carbon Films. The film features a man and a young girl traversing a dense forest, leaning into a moody, atmospheric aesthetic with a focus on high-contrast textures. The production utilizes live-action techniques and slow motion to heighten the tension of the scene. The visual narrative centers on an immersive outdoor environment, defined by a muted palette of earthy greens and dark tones.
LG · LG Studio
LG Studio showcases its latest range of high-end home appliances through a dynamic commercial spot set within a contemporary kitchen. The campaign emphasizes the integration of technology into residential spaces, utilizing clean live-action techniques to frame the user experience. The edit leans into energetic pacing and visual variety, alternating between natural tones and vibrant purple lighting cues. Post-production and VFX were managed by Hoody FX under the production supervision of Moris Zingman, blending high-end interior design with deliberate motion graphics.
LG · Love Guru
LG presents 'Love Guru,' a commercial campaign centered on the company's latest range of washing machines and laundry appliances. The spot features comedian and author Phoebe Robinson as the on-camera talent, guiding viewers through the Laundry Love Lab. Produced by Unicorns & Unicorns with creative development from Opus Collective, the project leans into a theatrical aesthetic. The production design features deep red drapery and velvet furniture, balanced by a clean, warm visual tone that frames the technical product demonstrations.
LG · Dear Ryan
LG presents "Dear Ryan," a commercial spot featuring actress Aubrey Plaza. The narrative follows Plaza in a domestic setting as she engages in a conversational dialogue to persuade a character named Ryan to upgrade his technology. The production, directed by Rattling Stick and developed with 72andSunny LA, leans into a relatable aesthetic with warm lighting and a lived-in interior. Editorial work for the piece was provided by The Den Editorial. The project utilizes live-action technique to capture the interaction within a residential space.
LG · OLED 10th Anniversary
LG marks a decade of innovation in the display space with this commercial video celebrating the OLED 10th Anniversary. The spot moves through a series of domestic viewing experiences, framed within a modern apartment setting to underscore the evolution of the television as a centerpiece of the home. Utilizing a live-action technique, the project maintains a reflective tone that focuses on the progression of home entertainment technology. The visual narrative is supported by a deliberate sound design and score composed by JSM Music.
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