LG ThinQ

We created a global campaign for LG to tell the world about LG ThinQ, the magical app that turns all LG appliances into smart devices. Powered by ‘Everyday Magic’, a nod to the emotional warmth of an LG home, we crafted a modular film not just for maximum impact but also for maximum flexibility. Across product variations, cutdowns & banners, we created close to 900 assets for 11 different markets. Talk about magic 😉✨ My Responsibilites: - Co-Creative Lead from Pitch to Delivery 
 - Part of a creative lead duo (Singapore x Korea), conceptualising and executing a creative proposal deck for a Film and KV driven campaign, co-managing creative support from Malaysia, Singapore and Korea. - Co-led the conceptualisation of the pitch strategy, big idea, deck narrative and creative executions, including the structure and architecture of a Master Film and a series of USP films, that would be adapted into across 11 different markets with variations on talent, product, language and messaging hierachy. - Also contributed as film creative, copywriter (English) and art director. - After winning the pitch, continued on as Co-Creative Lead, executing creative development and creative oversight while managing ad-hoc support where needed. - Creative oversight and collaboration with Korean based production, over a 5 day film shoot that would result in close to 900 assets.