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 positioned LG gram — a lightweight but powerful laptop — as the enabler of a healthier, smarter way to hustle. 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 launched a compelling brand story across film and key visuals, sparking conversation and connection. MY ROLE - Co-Creative Lead, from pitch to global launch. - Part of a nimble cross-border duo (Singapore x Korea), leading concept development and proposal deck 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 Creative Lead, 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.