Consumer Brands lg × a giant leap in advertising

LG came to us with a multi-spot campaign for the V30 phone built around space exploration and the feeling of being transported somewhere impossible. The brief called for two completely different tones living under one campaign idea.

spot one: the alien encounter.

The first spot centered on Jack Davis, NASA's Planetary Protection Officer, whose job title sounds like something out of a film. We built a VR-driven spot around Jack's character, using the LG phone's capabilities to put him inside an alien encounter. The tone was lighter, more playful, and designed to stop someone mid-scroll.

spot two: a giant leap.

The second spot was a different register entirely. Jim Lovell, the Apollo 13 commander, agreed to participate and we built the shoot around him rather than the other way around. His schedule and location requirements determined everything: we crewed up in Chicago, rented the Adler Planetarium for two days, and filmed inside its space exhibit working around a real Apollo command module that could not be touched or moved. That footage was then integrated with LG's VR capture in post to send Jim to the moon on screen.

the production: seoul to chicago.

LG's client team flew in from Seoul for the Chicago shoot. The campaign had been conceived in Korea for a Korean market launch, and adapting it for US audiences meant working through every creative decision together on the ground rather than across twelve time zones. Their team was on set for the full production, reviewing takes with us and shaping how both spots would land for an American audience.

We cut three lengths of each finished spot to fit the media plan across broadcast, digital, and social. The campaign went on to rack up millions of views.

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