LG Signature
Product Launch

Creative direction & video post-production for a multi-phase social media campaign promoting the launch of LG’s line of luxury products.

Role: Creative Director / Post-Production Lead: Video Editor, Colorist, Sound Editor.
Agency: Naked Comms. 
Channels: Content. Social Media. Video. Digital.

Artist Series Video Teasers


The Challenge
LG was about to launch their line of luxury home products – the LG Signature series. To make a particularly challenging publishing schedule possible, agency Naked Comms needed a Creative Director fluent in social media content, with a mastery of post-production.

This case study is not just about the work, but rather a story of a team working tightly to make luxury quality work, in record time.

The Social Campaign
The Art Of Essence campaign featured a combination of a convention, commercials, and short documentaries of artists representing the aspects of these exceptional LG luxury products. These included fashion designer Philip Lim for the LG Signature washer, chef Dominique Crenn for the LG Signature fridge, and visual fine artist Caio Fonseca for the LG Signature OLED TV.

*Above is a sample compilation of the short haiku-like social media video for the artists’ documentaries.

Creative Direction & Video Post-Production
I provided social media creative direction, video post-production and planning. A combination which is becoming increasingly needed in a modern media world.

I detalied specific shots for each of the shoots specific for the format and length of social media platforms. And took care of the video post-production, before any version of the commercials were even edited. 

Social media content had to be presented to LG and published before any outside production teams’ first cut.





Editing. Grading. Transcoding.

  • Our social media deadlines required content launches before commercials and documentaries. And we had to deliver before any edits existed from production companies.

  • All edit versions first presented to LG, of which there were many. All before any rough-cut for the TVCs existed.

  • Organized collection of hard drives with RAW footage directly after each shoot day.

  • Had one workstation immediately transcoding while editing on another.

  • Managed all source video files, navigated hours of source video to make selects, editing, color-correction, transcoding, EDL conforming, and sound production.

  • Here’s a color-correction example as done for every shot.