LG puts the tech in the background
For the brand's latest Life’s Good campaign, TBWA\Chiat\Day NY and director Fenn O’Mealley throw the focus on human moments that are aided by tech rather than led by it.
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Credits
View on- Agency TBWA Chiat Day/New York
- Production Company SMUGGLER/USA
- Director Fenn O'Meally
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Credits
View on- Agency TBWA Chiat Day/New York
- Production Company SMUGGLER/USA
- Director Fenn O'Meally
- Production Agency Omnicom Production/New York
- Design Agency DXD
- Editing Pundersons Gardens
- Post Production NO6
- Color Company 3/New York
- Sound Mr Bronx Audio Post/New York
- Music/Music Supervision Mr Pape
- Casting Road Casting
- Chief Creative Officer Dustin Tomes
- Executive Creative Director Walt Connelly
- Creative Director Tom Madden
- Creative Director Morgan Hinds-Shorland
- Head of Production (HP) Nick Williams
- Executive Producer Gillian Blain
- Producer Brigid Cooley
- Global Chief Design Officer Bruno Regalo
- Executive Design Director Eric Kopicki
- Associate Design Director Felipe Canalli
- Senior Designer Roger Alves
- Senior Designer Gabriel Vinicius
- Associate Design Production Director Alessandra Horn
- Managing Director Sue Yeon Ahn
- Executive Producer Patrick Milling-Smith
- Executive Producer Brian Carmody
- Executive Producer Carlin Wilson-Webb
- Head of Production Brian Sabowski
- Producer Saul Germaine
- Production Designer Mela Melak
- DP Adam Newport-Berra | (DP)
- Executive Post Producer Tom Viney
- Post Producer Nora Porta Caballe
- Post Producer Grace Conway
- Post Producer Katie Savva
- Editor Toby Heard
- Head of Post Production Laura Molinaro
- Supervising Producer Mark Reyes
- Finishing Producer Alanna Morton
- Lead Flame Artist John Shea
- Senior Color Producer Colleen Valentino
- Color Producer Barbara Losseau
- Colorist Tim Masick
- Executive Audio Producer Zachery Fortin
- Audio Producer Sarah Weck
- Sound Designer/Audio Mixer David Wolfe
- Associate Audio Mixer Michael Artuso
- Music Creative Director/Founder John Connon
- Head of Music/Music Director Paul Brown
- Music Supervisor Sam Emery
- Music Supervisor Chloe Sitton
- Composer Benjamin Jones
- Casting Director Coralie Rose
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Credits
powered by- Agency TBWA Chiat Day/New York
- Production Company SMUGGLER/USA
- Director Fenn O'Meally
- Production Agency Omnicom Production/New York
- Design Agency DXD
- Editing Pundersons Gardens
- Post Production NO6
- Color Company 3/New York
- Sound Mr Bronx Audio Post/New York
- Music/Music Supervision Mr Pape
- Casting Road Casting
- Chief Creative Officer Dustin Tomes
- Executive Creative Director Walt Connelly
- Creative Director Tom Madden
- Creative Director Morgan Hinds-Shorland
- Head of Production (HP) Nick Williams
- Executive Producer Gillian Blain
- Producer Brigid Cooley
- Global Chief Design Officer Bruno Regalo
- Executive Design Director Eric Kopicki
- Associate Design Director Felipe Canalli
- Senior Designer Roger Alves
- Senior Designer Gabriel Vinicius
- Associate Design Production Director Alessandra Horn
- Managing Director Sue Yeon Ahn
- Executive Producer Patrick Milling-Smith
- Executive Producer Brian Carmody
- Executive Producer Carlin Wilson-Webb
- Head of Production Brian Sabowski
- Producer Saul Germaine
- Production Designer Mela Melak
- DP Adam Newport-Berra | (DP)
- Executive Post Producer Tom Viney
- Post Producer Nora Porta Caballe
- Post Producer Grace Conway
- Post Producer Katie Savva
- Editor Toby Heard
- Head of Post Production Laura Molinaro
- Supervising Producer Mark Reyes
- Finishing Producer Alanna Morton
- Lead Flame Artist John Shea
- Senior Color Producer Colleen Valentino
- Color Producer Barbara Losseau
- Colorist Tim Masick
- Executive Audio Producer Zachery Fortin
- Audio Producer Sarah Weck
- Sound Designer/Audio Mixer David Wolfe
- Associate Audio Mixer Michael Artuso
- Music Creative Director/Founder John Connon
- Head of Music/Music Director Paul Brown
- Music Supervisor Sam Emery
- Music Supervisor Chloe Sitton
- Composer Benjamin Jones
- Casting Director Coralie Rose
We're used to tech companies offering up their products as the grand solution to life's problems, but for its latest Life's Good campaign, LG have taken a different tack.
Placing the gadgets firmly in the background, Free up your mind instead turns its attention to the lives it assists; TBWA\Chiat\Day NY's making a conscious shift from product features to human impact.
Key to the success of the concept is both the casting of a genuine family, providing delightful unscripted moments, and filmmaker Fenn O’Mealley's delicate direction lending a wholesomely authentic (albeit idyllic) edge.
