LG CINEMA HOUSE X NETFLIX
LG CINEMA HOUSE
LG X NETFLIX X DOLBY
Transforming a $15,000 OLED TV into a cinematic phenomenon featuring Stranger Things, Marvel and more.
The Big Box Sabotage
Ever audition a television at a big box retailer? It is a fool's errand. Between the aggressive fluorescent glare and the cacophony of a dozen competing soundbars, you have no idea what you are actually buying. Now, try firing up a $15,000 LG OLED with Dolby Atmos in that chaos. It is like trying to appreciate a silent film in the middle of a construction zone. The environment does not just distract. It actively sabotages the tech.
A Traveling Teleportation Chamber
We needed complete control over the environment to showcase the high-end video and audio capabilities of LG OLED. We had two choices. We could either ransack consumers' homes one by one or build a home of our own that could travel to the most influential locations and events across the country. Legal would not approve the first option, so we built LG Cinema House and partnered with Netflix, Stranger Things, Marvel Universe, and Dolby Labs for the best content, hottest series, and world-class tech.
LG Cinema House was not just a showroom. It was a teleportation chamber. We magically transported people directly into their favorite television shows. First, they plummeted into the Upside Down, watching El fight Demogorgons. Then, in a click, the audience stood beside their favorite Marvel action heroes defending the Universe from annihilation. With another click, participants were surrounded by a rainforest and introduced to the imaginary creatures of Korea's most surreal and successful filmmakers.
Environmental Immersion
This 360-degree projection-mapped environmental immersion was the first of its kind. It helped LG OLED capture headlines, influencer reviews, and fanatical attention from cinephiles, film critics, and consumers who waited over an hour to experience something they had never seen before. LG Cinema House appeared across the country, including marquee destinations such as The Hollywood Walk of Fame, Madison Square Garden, multiple film festivals, and major retailers.
The Results
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74M+ total impressions, including 2.3M earned via social sharing.
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92% of participants reported strong consideration of upgrading to an LG OLED.
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78% described the experience as more cinematic than their local theater.
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15% spike in OLED interest and a 9% sales lift in adjacent retail zones.
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Brand Shift recorded in sentiment data showing a marked shift in perception from a simple tech company to a true entertainment innovator.
Awards
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THE DRUM AWARDS: Best Use of Video Technology
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EVENT MARKETER X Awards: Best Multi-Market Event
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CHIEF MARKETER: Best Use of Audio Visual and Event Tech
AWARDS:
BEST
MULI-MARKET EVENT
– EVENT MARKETER
BEST USE OF AV
EVENT TECH AWARD
– CHIEF MARKETER
74 MILLION IMPRESSIONS
LG X NCAA
Breaking the Regulation Trap
LG was stuck. The NCAA's strict regulations on player usage and associated costs had boxed the brand into generic, forgettable executions. Sales were flat, and engagement was completely empty.
The Fan at the Center
As a lead creative and sports activation strategist, I elected to pivot away from expensive licensed images and instead bring the raw passion of the fan directly into the game. Dressed in everyday clothes yet glowing with innovation, this new partnership positioned LG as the premier high-tech brand for the true fan. We put them right at the center of the action, whether they were watching the game, cooking for a watch party, or cleaning up afterward.
Comprehensive Activation
The campaign spanned multiple touchpoints, taking the brand far beyond standard television spots. We integrated out-of-home advertising, immersive Final Four experiential events, program ads, and digital online games. To crown the effort, we executed a massive Twitter takeover featuring ESPN analysts Grant Hill and Jay Bilas.
The Results
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+350% increase in point of sale activations.
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3x retail sales achieved with the exact same year-over-year program discounts.
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Massive engagement driven by strategic social media takeovers and experiential events.
LG PROBAKE
FOR THE LOVE OF BAKING
PR LAUNCH EVENT BENEFITING TORRANCE SCHOOLS & NO KID HUNGRY CHARITY
My mother was a teacher. Her mother was a teacher. And for a short time before advertising, I was a teacher at both a middle school and The Creative Circus. This campaign was not just a data point. It was a chord that rang true across every community, driving affinity through empathy and action.
The Motive Over the Machine
The appliance category is obsessed with the machine, but I am obsessed with the motive. Most brands treat a product launch as a spec-sheet competition. For the LG ProBake Convection oven, I chose to ignore the technical noise and focus on the visceral "why" of the kitchen.
Cooking is not a mechanical process. It is a love language. Ovens are not just appliances. They are the primary tool for the heart's provision. We decided to disrupt the cold, clinical status quo by proving that an oven is only as valuable as the care it helps us provide, especially to those who do the most for our community.
Mobilizing the Heart
In a market like California, where consumers are flooded with innovative tech, the real innovation was weaponized empathy. I recognized a massive friction point in our culture. We entrust our children to teachers who are chronically underfunded and overlooked. To bridge the gap between a technical feature and a human truth, I led the concept and execution of "For the Love of Baking."
We did not just host a product demo. We created a platform for advocacy. By focusing on Torrance County teachers, the exact people who nurture the minds of our kids while often struggling for resources, we repositioned LG as a brand that champions the nurturers. We turned a bake-off into a mission where educators competed for a $5,000 grant, transforming a product launch into a tangible act of community support.
Touch Over Tech
By partnering with No Kid Hungry and Torrance Public Schools, we bypassed traditional advertising limitations to tell a story that regional news outlets simply could not ignore. This was not about selling a convection fan. It was about honoring the teachers who show up every day for our families.
I directed the experience to ensure it felt authentic and deeply purposeful, connecting the act of baking for others to supporting those who raise our community. This touch-over-tech strategy proved that when you lead with the heart, the market follows. We exceeded our key performance indicators. We shattered them, achieving a significant surge in earned media and a measurable lift in ProBake sales by choosing to stop talking to consumers and start talking to neighbors.
The Results
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31 Million total impressions across all channels.
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22 Million earned media impressions.
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$1.5 Million in approximate earned media value, completely dominating the local weekend news cycle and securing coverage by major regional lifestyle and news outlets.
