LG Hustle Hub

[THE OPPORTUNITY] Post-pandemic, professionals around the world found themselves shifting from work-life balance to work-life integration. While this evolution offered newfound flexibility, it also blurred boundaries — leading to a rising wave of hustle fatigue. We saw an opportunity to step into this cultural moment with purpose and empathy. [THE IDEA] We sought to redefine the way we hustle - from grind and grit to a healthier, elevated form of productivity. We positioned LG gram — a lightweight but powerful laptop — as the enabler of a healthier, smarter way to hustle, allowing users to work wherever, whenever and however they want! We helped launch LG Hustle Hub, a global community of right-minded professionals who believe in transforming hustle culture for the better. Anchored by the idea of “HUSTLE LIGHT, HUSTLE RIGHT” we created a global campaign with a compelling brand story across film and key visuals, sparking conversation and connection. [WHAT I DID] Associate Creative Director, from pitch to global launch. Part of a nimble cross-border duo (Singapore x Korea), leading concept development and proposal decks for a film- and KV-led campaign. Co-led the pitch strategy, big idea, deck storytelling, and creative execution. Contributed as film creative, copywriter, and art director. Post-pitch win, continued as Associate Creative Director, overseeing creative development and production in collaboration with teams in Malaysia, Korea, and Ukraine. Provided creative oversight across a film and photo shoot with Ukraine-based production partners.