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 amidst that chaos. Good luck.
LG Cinema House is a sensory sanctuary optimized to scare, thrill, excite and immerse cinephiles in the greatest audio/video experience imaginable, breaking out of the TV and visually surrounding attendees in 360-degree sight and sound. Working with projection engineers, CG artists and Dolby experts, we produced a first-ever screen-synced environment match. Now consumers were really there, sitting beside their favorite stars in Hawkins High School, Marvel Universe worlds and a South Korean jungle. LG Cinema House wasn't just video trickery. It was a teleportion chamber into the shows people love most.
LG Cinema House traveled the nation, racking up fans, influencers and lots of press coverage. From Madison Square Garden to The Hollywood Walk of Fame, LG Cinema House dropped in like Dorothy's home, serving lines of fans in our award-winning experience that far exceeded client benchmarks
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.
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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 lead creative and sports activation strategist, I pivoted away from expensive licensed imagery and instead brought 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 an integrated influencer 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
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.
