LG's all smiles
A new campaign from director Nicolai Fuglsig for the technology brand embraces optimism and happiness as a middle-aged man rediscovers his youth.
Credits
powered by- Agency TBWA Chiat Day/New York
- Production Company MJZ/USA
- Director Nicolai Fuglsig
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Credits
powered by- Agency TBWA Chiat Day/New York
- Production Company MJZ/USA
- Director Nicolai Fuglsig
- President/Executive Producer David Zander
- Executive Producer Noah Goldsmith
- Editing Cartel
- Managing Post Director Lauren Bleiweiss
- Executive Post Producer Evyn Bruce
- Editor Adam Robinson
- VFX Parliament VFX
- Executive VFX Producer Lexi Stearn
- VFX Producer Anna Kravtsov
- VFX Supervisor Phil Crowe
- Color Company 3/New York
- Color Head of Production Kevin Breheny
- Color Producer Ryan Moncrief
- Colorist Tim Masick
- Music Walker
- Managing Music Director Sara Matarazzo
- Senior Music Producer Dottie Scharr
- Audio Post Q Department
- Chief Creative Officer Amy Ferguson
- HP John Doris
- Executive Creative Director Walt Connelly
- Associate Creative Director Tom Madden
- Producer Karen O'Brien
- DP Rodrigo Prieto | (DP)
- Associate Creative Director Morgan Hinds-Shorland
- Executive Producer/Associate Director of Production Tina Lam
- Production Designer Jamie Vickers
- Associate Producer Tara Keith
- Assistant Editor Nick Bruce
Credits
powered by- Agency TBWA Chiat Day/New York
- Production Company MJZ/USA
- Director Nicolai Fuglsig
- President/Executive Producer David Zander
- Executive Producer Noah Goldsmith
- Editing Cartel
- Managing Post Director Lauren Bleiweiss
- Executive Post Producer Evyn Bruce
- Editor Adam Robinson
- VFX Parliament VFX
- Executive VFX Producer Lexi Stearn
- VFX Producer Anna Kravtsov
- VFX Supervisor Phil Crowe
- Color Company 3/New York
- Color Head of Production Kevin Breheny
- Color Producer Ryan Moncrief
- Colorist Tim Masick
- Music Walker
- Managing Music Director Sara Matarazzo
- Senior Music Producer Dottie Scharr
- Audio Post Q Department
- Chief Creative Officer Amy Ferguson
- HP John Doris
- Executive Creative Director Walt Connelly
- Associate Creative Director Tom Madden
- Producer Karen O'Brien
- DP Rodrigo Prieto | (DP)
- Associate Creative Director Morgan Hinds-Shorland
- Executive Producer/Associate Director of Production Tina Lam
- Production Designer Jamie Vickers
- Associate Producer Tara Keith
- Assistant Editor Nick Bruce
This new campaign for LG is a celebratory delve into what life can be like if you embrace optimism.
Created by TBWA\Chiat\Day New York, the agency looked more closely into what tech company LG and its 'Life's Good' approach really meant. It was decided, in a category that can sometimes be cold, that by focusing on human-centred innovation and belief, and embracing things with a smile, optimism should be at the heart of the campaign.
Directed by Nicolai Fuglsig through MJZ, the 90-second film is a simple but affecting story of a man using optimism to do something nobody would expect him to; skateboard down a long street. The longboard acts as a metaphor for life, with viewers seeing that you just need to be brave enough to push through your presumed limitations to achieve something great.
“There’s a magic that unfolds when you embrace optimism," said Walt Connelly, Executive Creative Director at TBWA\Chiat\Day New York. "LG harnesses optimism to create its products that make everyday life better, and as a brand LG champions optimism as the path forward everywhere it can. We uncovered that the number of optimists to pessimists in the world is on the decline, dropping from 3:1 to 5:1 since the pandemic. We knew, now more than ever, that it was important to share LG’s belief in optimism and how that message is giving meaning to ‘Life’s Good’. We chose a beautifully crafted brand film with some unexpected casting as the first step in letting consumers in on this.”