Go gram!

[THE OPPORTUNITY] In a crowded laptop category dominated by functional claims, LG needed to differentiate the LG gram collection with a more emotional hook. The challenge was to move beyond just “light and powerful” and find a way to connect those features with the mindset and lifestyle of ambitious, mobile consumers—positioning gram not just as a product, but as a symbol of possibility. [THE IDEA] Enter “GO GRAM!” — a playful rallying cry that champions the go-getter spirit. Just like the laptop itself, the product launch campaign was light, dynamic, and full of energy. At its core was a hero film that paired personality with product in unexpected, uplifting ways. Surrounding it, we built a vibrant world of lifestyle photography, modular social cutdowns, and striking 3D product visuals—all designed to move as fast as the people LG gram was made for. Together, these elements created a campaign that was both aspirational and versatile, amplifying gram as the ultimate go-to for life on the move. [WHAT I DID] Associate Creative Director from Pitch to Delivery 
 Part of a nimble creative duo (Singapore x Korea), conceptualising and executing a creative proposal deck for a Film and KV driven campaign, co-managing creative support from Malaysia and Korea. Co-led the conceptualisation of the pitch strategy, big idea, deck narrative and creative executions. Also contributed as film creative, copywriter and art director. After winning the pitch, continued on as Associate Creative Director, executing creative development and creative oversight while managing ad-hoc support where needed. Creative oversight and collaboration with Singaporean based production, over a film and photography shoot.