Go Gram!

In a category crowded with functional sameness, LG needed to give LG gram an emotional edge. We transformed it from a “light and powerful” laptop into a symbol of ambition and possibility. Our campaign idea, Go Gram, became a  rallying cry for go-getters everywhere. The campaign paired personality with product through vibrant film content, lifestyle visuals and 3D assets that moved as dynamically as the audience they spoke to. 

As Associate Creative Director, I co-led the strategy, concept, creative development and execution across Singapore, Korea and Malaysia, to bring this energetic, globally adaptable campaign to life.