LG Dads Only 2023

About

LG’s Dads Only campaign for the consumer electronics sector highlights the intersection of domestic life and modern appliance design. The commercial video captures a candid moment of household activity, contrasting the cool, focused light of a refrigerator against the ambient glow of a city-facing apartment. Developed by TBWA Chiat Day NY, the project utilizes live-action techniques to frame the domestic interior as a central hub. The visual narrative relies on the interplay between natural late-afternoon light and the interior environment, capturing a refined, cinematic aesthetic. Production was supported by Stillking Prague, with post-production efforts from Cosmo Street, JAMM Visual, and Company 3 London, alongside sound design from Mr. Bronx Audio Post and JSM Music.