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LG Electronics Lights Up Your World in Beautiful Film

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Sam Brown at Rogue Films directs The&Partnership's colourful campaign demonstrating LG's innovative self-lit pixel technology

LG Electronics Lights Up Your World in Beautiful Film

LG Electronics Korea has appointed The&Partnership London as the global lead creative agency for the company’s OLED TV range, following an international competitive pitch.

Today, LG and The&Partnership London launch the global integrated campaign, ‘Light up your  world’, demonstrating the innovative self-lit pixel technology of LG’s new OLED evo. The campaign will live across all LG touchpoints in 2021, from their above-the-line advertising to their owned online channels. 

The global campaign features a beautiful 90 second film, with various cut-down lengths. The film, shot by Sam Brown at Rogue, shows a woman’s wondrous journey through surreal environments as she follows vivid, coloured light. The playful light leads our woman past magical fish, a futuristic cityscape and an endless room of colour. The film also features a spectacular, internally lit tree which is the key visual for the whole campaign. This self-lit tree key visual will be featured in print, OOH and also create the screen infill for the new LG OLED evo across all channels. 

JS Lee, senior vice-president at LG Electronics, said: “The&Partnership impressed us with their  emotional storytelling. We’re incredibly excited about the ‘Light up your world’ campaign and can’t wait to see it drive increased global awareness of our unrivalled OLED technology.” 

Gary Simmons, MD at The&Partnership London, said: “LG’s OLED technology has led the industry  for a number of years, and with this emotive campaign we want customers to truly feel and  experience those technological benefits.”  

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Client: LG Electronics 

Senior Vice-President: JS Lee 

HE Digital Marketing Team Leader: KH Kim 

HE Digital Marketing Team: Youngeun Yoo 


Creative Agency: The&Partnership 

Executive Creative Director: Micky Tudor 

Executive Creative Director: Yan Elliott 

Creative: Carl Storey & Dan Dehlavi 

Head of Integrated Production: Charles Crisp  

Senior Producer: Rick Carter 

Creative Producer: Tom Loxley & Angus Lees 

Managing Director: Gary Simmons 

Senior Account Director: Lucy Almond 

Senior Account Manager: Hannah Gray 

Chief Strategy Officer: Emily Harlock 

Planning Partner: Oliver Egan 

Planner: Sam Smith 


Production Company: Rogue Films  

Director: Sam Brown 

Producer: Polly Ruskin  

Managing Director: Kate Taylor  

Director of Photography: Sebastian Blenkov 

Production Manager: Francesca Resteghini 

1st AD: Joe Carter  

Art Director: Tomáš Homolka

Facility Company

Facility Company: Unit Sofa  

Line Producer: Tereza Kalova 

Production Managers: Barbora Wochnerova & Robert Zapletal  

Post Production 

Post Production: Electric Theatre Collective  

Producer: Magda Krimitsou  

Production Coordinator: Larisa Covaciu  

Creative Director: James Sindle  

VFX Shoot Supervisor: Giles Cheetham  

2D Lead: Ryan Knowles  

3D Lead: Simon French  

2D Artists: Christian Block, Reynold Rodrigues, Leandro Vasques, Kia Coates,  CJ Gaikwad.  

3D Artists: Tushar Kewlani, Jack Powell, George Savvas, Gareth Bell, Luis Fos, Fabrice Fiteni, Elliott Holland-Crouch, Caroline Kiessling, Chago Bunton-Cole, Robert Reinschedl, Nikolai Maderthoner, Stefan Brown, Jason Brown, Rodrigo Torres  

Colourist: Luke Morrison 


Editor House: Final Cut 

Editor: Amanda James

Assistant Editor: Mike Radforth Edit Producer


Sound Design: Factory 

Sound Design/Mix: Anthony Moore & Mark Hills 

Senior Audio Producer: Lucy Spong 

Music Production 

Music Production Company: SIREN 

Music Composer: Chris White 

Producer: Joshua Gibbard 

Executive Producer: Anthony Moore & Siân Rogers 

Composition Title: Follow The Light 

Publisher: SIREN Publishing Ltd   

Lead Actress: Ivana Šulavikova  

Lead Actor: Ondřej Horak

Genres: People, Storytelling

Categories: TV, Consumer Electronics

The&Partnership, Mon, 12 Apr 2021 08:27:52 GMT