Reimagining LG Product Films
The Challenge
When LG approached us to reinvent their product films for their television range, we saw an opportunity to break the mould. Previous films were informative but lacked emotional engagement. They felt functional, almost transactional, and did not reflect the premium, design-led ethos of the LG brand.
We wanted to change that. Our mission was simple:
Turn traditional, one-dimensional product demonstrations into compelling, immersive viewing experiences.
Understanding the Product Line
LG’s television range spans three distinct tiers:
OLED – Premium, high-end displays
QNED – Mid-range with advanced features
UHD/Nanocell – Accessible, entry-level options
Each range appealed to a different audience with different lifestyles. Rather than use a one-size-fits-all approach, we tailored the tone, setting and aesthetic to each tier while keeping the overall brand voice consistent.
The Big Idea: Deconstructed Homes in a “Minimalist Studio Environment”
Location shoots are a staple of lifestyle content, but with over 20 films to create, we knew that was not scalable. Instead, we flipped the format.
What if we brought the essence of home into the studio?
We transformed a white-out cove studio into a modular, deconstructed home. This clean, stylised studio space allowed us to art direct every detail while offering a blank canvas to evoke different moods for each product tier. It was part showroom, part dream home, a flexible environment that balanced aspiration with authenticity.
Rather than disguise the set, we embraced its artifice, inviting the viewer to imagine their own living space while maintaining high production values and a consistent brand identity.
OLED
We leaned into premium design, using sleek lines, warm lighting and elegant furniture.
QNED
we created a modern home setup that felt comfortable yet contemporary.
UHD &
Nanocell
The tone was practical, vibrant, welcoming family home.
Human Touch: Real People, Real Conversations
To deepen the emotional connection, we brought LG’s own sales team into the spotlight. Relaxed, informed conversations delivered from the comfort of a sofa. This added a relatable, human element that grounded the tech specs in real-world use.
It was important that viewers not only learned about the features, but felt like they were being guided by someone they trusted.
The Result
The final suite of films is bold, elegant and refreshingly different. By combining considered design, strong art direction and real human storytelling, we helped LG achieve:
A distinctive visual identity across their product videos
A new approach for engagement on digital platforms
Refreshed direction to gain customer trust and connection with the brand
A new benchmark for how tech products can be marketed with warmth and creativity