LG

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 · 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 · LG Studio

LG · Love Guru

LG · Dear Ryan

LG · OLED 10th Anniversary

LG · "In The Zone"