Creative direction & video post-production for a 3-phase social media campaign launching LG’s line of luxury products.
Channels: Social Media. Video.
Role: Creative Director & Post-Production Lead: Editorial, Colorist.
Agency: Naked Comms.
Artist Videos Social Media
Chef Dominique Crenn for LG Signature fridge (:30 First Editorial).
LG was about to launch a line of luxury home products—the LG Signature Series. I was creative director of its multi-phase social media campaign named The Art Of Essence. Which featured a series of celebrities highlighting the artistry and quality of the products.
The multi-phase campaign included a series of short artists videos for social, and posts for Instagram and Facebook. And later, a series of branded stories for Youtube.
In these videos I focused on capturing the artists’ signature craft. And made shot lists with a combination of close up inserts of textures, touch, taste—which would have a more visceral effect in social media, where impact is crucial.
The social content had launch long before the documentaries. So while managing the calendar creative work (Instagram and Facebook) I helped plan and coordinate footage delivery after each shoot. And had video editorial and color-correction done and sent to LG, long before an outside production company did their first commercials editorial.
Here to the right is fashion designer Philip Lim. In the full documentary he highlights the LG Signature washer.
After creative, I lead the entire video post-production phase for these videos: editorial and color-correction. Each editorial began as a :30 (as above) before reducing them to the haiku lengths.
To the right, fine Artist Caio Fonseca :10 for the LG Signature OLED TV.
Artists’ Social Posts
We also curated content for the artists to post on their social channels. Here’s the selections for Philip Lim.
Architecture & Design Facebook
In the calendar we had 3 phases, and 2 preceded the artist content.
Here the metro campaign featured comparisons of iconic architecture to the LG Signature Series.
IFA Convention Germany
The introduction of the LG Signature Series was first introduced at the IFA Convention in Germany. For which we did a series of Facebook and Instagram posts.
Editing. Grading. Publishing.
We had to be nimble and adaptive to produce the high quality required for a luxury product line—and meet our social media publishing dates.
The set design was fantastic, and so was the overall look of the Dominique Creen shoot. But since it was done for a documentary style, it came with the challenge of having a lot of hand-held shots which had to be treated extensively for a luxury style.