LG ThinQ

[THE OPPORTUNITY] Smart home technology often feels cold, complicated, or intimidating—yet what people truly want is simplicity, warmth, and ease in their everyday lives. For LG, the challenge was to show how ThinQ could go beyond “just a smart app” and become a source of warmth within the home. [THE IDEA] We saw ThinQ as the heartbeat of a home, quietly making daily life feel smoother, warmer, and more connected. To us, ThinQ was ‘THE HOME OF EVERYDAY MAGIC”, transforming ordinary appliances into smart companions, enabling small but meaningful moments of comfort and convenience. To bring this to life, we crafted an ultra modular hero film (underscored by the magical tune of ‘Bibbidi-Bobbidi-Boo’) that was both emotionally resonant and carefully structured to be highly adaptable. Across cutdowns, product/cast variations and product centric stories, we created nearly 900 assets, localised across 11 markets, turning the magic of ThinQ into a global story. [WHAT I DID] Associate Creative Director 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 for the Master Film and its series of USP films, that would be adapted into across 11 different markets with variations on talent, product, language and messaging hierarchy. Also contributed as film creative, copywriter (English) 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 Korean based production, over a 5 day film shoot that would result in close to 900 assets.