LG had never launched a global brand campaign before 2023, instead, always focusing on product campaigns. This strategy drove relatively high brand awareness, but LG struggled with lukewarm consumer sentiment. Our research revealed that 69% of those aware of LG had 'little to no opinion' of the brand.

Our challenge was to make LG more meaningful to consumers and to help them understand the essence of LG's slogan: "Life's Good."

Central to LG's ethos is 'Human-centered innovation,' aiming to improve lives through technology. It's this tireless belief that life can be made better that led us to a fresh philosophy for the brand, championing optimism. The belief that life can be good through optimistic thinking is what brings renewed meaning to "Life's Good".

The key to this film was the emotional journey of our protagonist. For this reason we decided to do it in a single shot as it would draw us in and allow us to stay completely focused on our hero. We pulled in the expert help of cinematographer Rodrigo Prieto to work with Director Nicola Fuglsig. With that and a completely bespoke rig and world class stunt team we managed to capture this emotion perfectly.