Boomtown Productions has released a campaign for LG Gulf through HS Ad. The three films in the series promote the 'Wear Love More' campaign where viewers are invited to share stories of their favourite pieces of clothing.
The initiative was aimed to promote LG's AI DD Washing Machine, which gives 18% more care than their previous model, meaning you can wear the clothes you love more. Hence the tagline, 'Wear Love More'.
Director Rory Mcloughlin of Boomtown Productions, said: "I wanted to make a set of emotionally rich and encapsulating films yet simple and straight to the point. To tell the story of my character's favourite piece of clothing giving context and an emotional connection with viewers within one minute and without rushing. Che (HSAd creative director) and I collaborated together on these stories. We wanted to appeal to the broad range of cultures living here in the UAE. So our characters came from different backgrounds and their stories felt genuine."
Rory continued: "I wanted the look and feel to be moody and visually rich in character. Scenes that felt natural. DOP Nadeem Rifai and colourist Serene Issa really did a great job in understanding my vision and the handheld nature makes the films feel more authentic in their story telling and characters."
"Thanks to Matt at BKP for the sound design and mix to really immerse viewers into the scenes and building more intrigue." concluded Rory. "Also Suresh Nair for the tight edit. I'm surprised we fit them all into one minute slots with the scenes flowing so easily. Big thanks to the production crew, especially producer Zoey Gumbs for making my vision for the film series come to life and having faith in me."