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 Mindset: Beyond the Process
The challenge of launching LG’s $15,000 flagship OLED television was not a product problem, but a perception problem: its true value was being lost in the sterile environment of big-box retail. My approach was consumer-first and disruptive. I realized that to sell the future of cinematic technology, we had to bypass traditional sales channels and create a proprietary mechanism of change—an emotionally resonant experience that sold a feeling rather than just features and specs.
The Execution: True 360º Immersion
What if you were there...in the hallways of Hawkins High, lost in a Korean rainforest, or in a warehouse packed with Super Heroes? In the front and back, to the left and right, was the exact environment of each scene from each movie you were watching. Scary? Cool? Spellbinding? Welcome to LG Cinema House, a nationwide traveling double-container, certified for Dolby Vision and Atmos, featuring not-yet-released Stronger Things, Marvel Universe, and internationally awarded films. Landing like Dorothy's farmhouse at incredible locations, including Madison Square Garden and the Hollywood Walk of Fame, LG Cinema House attracted a crowd and press coverage, giving the event benchmark metrics and hour-long wait lines.
The Impact
This experiential strategy redefined how premium technology is introduced, driving massive engagement, market interest, and measurable sales conversion.
Results
Total Impressions: 74M+ total, including 2.3M earned via social sharing.
Purchase Intent: 92% of participants reported strong consideration of upgrading to an LG OLED.
Sentiment: 78% described the experience as “more cinematic than my local theater.”
Sales Lift: 15% spike in OLED interest and 9% sales lift in adjacent retail zones.
Brand Shift: Sentiment data showed a marked shift in brand perception—from "tech company" to "entertainment innovator."
AWARDS:
BEST
MULI-MARKET EVENT
– EVENT MARKETER
BEST USE OF AV
EVENT TECH AWARD
– CHIEF MARKETER
74 MILLION IMPRESSIONS
LG X NCAA
LG was stuck. NCAA's regulations on player usage and associated costs had boxed the brand into generic, forgettable executions. Sales were flat, engagement was empty. As a lead creative and sports activation strategist, I elected to move away from licensed images and bring the passion of the fan into the game. Dressed in everyday clothes, yet glowing with innovation, this new partnership aims to position LG as the high-tech brand for the fan, putting them at the center of the action, whether you're watching, cooking, or cleaning.
The results included +350% in POS activations and 3x retail sales with the same YOY program discounts. The campaign included OOH, Final Four experiential, program ads, digital online games, and a Twitter takeover with ESPN Analysts Grant Hill and Jay Bilas.
LG PROBAKE:
FOR THE LOVE OF BAKING
PR LAUNCH EVENT BENEFITING TORRANCE SCHOOLS & NO KID HUNGRY
]The Mindset: Beyond the Process
Launching a new oven in a crowded appliance market is typically a low-interest event. The challenge for LG ProBake Convection was to translate a technical feature (an even-heating innovation) into emotional relevance for consumers in a key market like California. My approach was consumer-first and values-led: I realized that to drive buzz and earned media, we needed to move beyond product features and anchor the campaign in a pressing local issue, positioning the brand as a champion of community and connection.
The Execution: Mechanics of Change
As the Creative Director, I led the concept and execution of "For the Love of Baking," a purpose-led brand activation that merged product storytelling with authentic community impact.
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Strategic Concepting: I identified school budget cuts as the emotional anchor, connecting the kitchen as a place of care to the act of supporting local educators and families.
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Player-Coach Design: Directed the full experience, ensuring the live event—a bake-off featuring Torrance County teachers competing for a $5,000 grant—felt meaningful, not manufactured, from talent curation to onsite storytelling.
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Partnerships & Amplification: Partnered with Torrance Public Schools and No Kid Hungry, strategically inviting local press and influencers to guarantee the campaign was positioned as a socially relevant, feel-good story for regional news outlets.
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Retail Integration: Drove foot traffic and maximized conversion by directing attendees to appliance retailers through in-store tie-ins and digital content from the event.
The Impact
By launching with purpose, we transcended traditional advertising limitations, achieving significant earned media, community engagement, and measurable retail lift.
Results
Attendance: 500+ participants (students, parents, educators, press, and influencers).
Media Reach: Surpassed regional benchmarks for earned media, becoming the leading feel-good story across local news that weekend.
Brand Perception: Strong resonance with LG’s brand voice as a company that supports families and educators.
Business Outcomes: Noticeable bump in ProBake sales and tangible lift in foot traffic at regional appliance retailers, exceeding all regional KPIs.
Reflection: Proved that functional products can inspire and drive sales when launched through the lens of shared values and social purpose.
