Everyday Magic

Global Campaign

Global Campaign

Client

LG

Service

Creative Direction

Turning cold technology into warm, affectionate moments. Nearly 900 assets, localised across 11 markets.

© LG ThinQ - The Home Of Everyday Magic

To embed a website or widget, add it to the properties panel.
To embed a website or widget, add it to the properties panel.
To embed a website or widget, add it to the properties panel.

Project Overview

Smart home tech often feels cold and complex but LG wanted to show how ThinQ could bring warmth and ease to everyday life. Our idea, The Home of Everyday Magic, reimagined ThinQ as the quiet heartbeat of the home, turning ordinary appliances into smart companions that create small but meaningful moments of comfort. We brought this to life through a modular hero film set to “Bibbidi-Bobbidi-Boo”, adaptable across 11 markets and nearly 900 assets. 

As Associate Creative Director, I co-led the strategy, concept and execution across Singapore, Korea and Malaysia, building the modular architecture of our master film production that would eventually accommodate and lead to our almost 900 assets of crafted, localised storytelling.

Previous project

Go Gram!

Next project

Signature Stories