LG

Entertainment Without Boundaries

Role: Creative Direction · Art Direction · Concept Development · Campaign Strategy · Campaign Design

What if watching TV could feel less like watching, and more like being there?

Across two campaigns for LG, we explored that idea in very different ways. For OLED, the screen became a doorway into the worlds you were watching. For SUPER UHD, those worlds escaped the screen entirely, spilling out into the space around it.

Different technologies. Different creative ideas. Both built around the same ambition: making the television disappear and the experience take over.

Deliverables:

Integrated Campaign · Retail Communications · OOH · Digital · Social · Motion · Campaign Assets

LG OLED TV: The Wonder of OLED

LG asked us to visualise the feeling of awe you get from watching an OLED TV. With incredible contrast, colour and detail, we imagined the screen as a portal between your living room and the world you're watching.

Step Beyond the Screen

Four executions took us through the screen and into football, gaming, nature and superhero worlds. The living room stayed exactly where it was. Everything beyond the TV changed.

Print & Digital Campaign

Four Worlds. One Idea.

Each world gave us a different way to talk about OLED, while the screen as a portal held the campaign together across print, OOH and digital.

Behind the Scenes

Before Any of It Could Escape the Screen, It Had to Exist in a Studio.

Every character was shot specifically for their final world, with poses, perspective and props planned around scenes that didn't exist yet.

A mid-air strike. A leap into the jungle. A gamer hurtling through space while actually sitting on a plastic crate.

Retail

Bringing the Wonder Into Store

For Currys, the jungle began to escape the screen. In the window, the floor gradually gives way to moss and vegetation. In-store, the world continues across the product display itself, bringing the idea right up to the TV.

LG SUPER UHD TV: Surround Yourself

SUPER UHD took the idea in another direction. Instead of stepping into the picture, the picture comes out to meet you.

Aquatic light, colour and shadow spill beyond the screen, surrounding the television with the world you're watching.

Artwork

The Ultimate TV Experience

The TV became the source of an underwater world, with refracted light and movement travelling beyond the picture and across the room.

Print Campaign

Beyond the Picture

Across print and OOH, the underwater effect pushed beyond the edges of the television, turning SUPER UHD's picture quality into something you could almost feel around you.

Retail

Surround the Screen

The Currys window took the idea further, wrapping the entire display in shifting aquatic light so the TV felt embedded within the underwater world.

In-store, coral, colour and water extend from the picture onto the product display, giving the screen a physical presence beyond its edges.