Hustle Light. Hustle Right.

As hustle culture evolved post-pandemic, we saw an opportunity to champion a healthier, smarter way to work. We positioned the LG gram as the enabler of that shift — light in form, but powerful in performance — and helped LG launch LG Hustle Hub, a global community built on the idea Hustle Light, Hustle Right. The campaign redefined productivity through film and key visuals that inspired professionals to find balance without losing ambition.

As Associate Creative Director, I co-led the strategy, concept and execution across teams in Singapore, Korea and Ukraine, overseeing creative development and production from pitch to global launch.