LG CINEMA HOUSE
LG X NETFLIX X DOLBY
Transforming a $15,000 OLED TV into a cinematic phenomenon featuring Stranger Things, Marvel and more.
SITUATION LG was launching its flagship $15,000 OLED television in an increasingly competitive premium tech market. While the product offered cinematic features like Dolby Vision and Dolby Atmos, its value proposition was being lost in the sterile aisles of big box retail. LG needed to position this TV not as a luxury item, but as a new standard for the cinematic experience at home—and they had to do it in a way that felt as revolutionary as the technology itself. TASK Create a national activation that would bypass traditional retail limitations and directly persuade cinephiles, early adopters, and premium consumers that LG OLED wasn’t just a better TV—it was the future of home cinema. The experience had to generate awareness, drive purchase consideration, and leave a lasting emotional impression. ACTION As the Creative Director and experiential lead, I concepted and executed LG Cinema House, a pop-up home theater that set a new benchmark for immersive brand experiences. • Creative Strategy: Designed an innovative mobile activation that brought a four-wall, Dolby-certified cinematic experience directly to cultural epicenters including Hollywood Boulevard and Madison Square Garden. • Partnership Development: Secured strategic co-branded content from Netflix, Dolby, Marvel Studios, and Stranger Things to deliver familiar, emotionally resonant programming. • Experience Design: Created a controlled, multisensory environment to showcase the OLED's superior contrast, color depth, and sound immersion—something no retail floor could replicate. • Audience Activation: Programmed exclusive press and influencer preview nights to build early buzz. • Integrated behavioral tracking and post-experience surveys to measure attitudinal and purchase intent shifts. • Tour Execution: Produced the installation in three major markets—Los Angeles, New York, and Chicago—coinciding with tentpole entertainment events such as Tribeca Film Festival. • Retail Integration: Drove showroom traffic by geo-targeting attendees with follow-up content, exclusive offers, and purchase pathways at nearby Best Buy and LG locations. RESULTS • Attendance: Over 12,000 participants across three cities • Impressions: 74M+ total, including 2.3M earned via social sharing Conversion Impact: • 92% of participants reported strong consideration to upgrade to LG OLED • 78% described the experience as “more cinematic than my local theater” • 15% spike in OLED interest and 9% sales lift in adjacent retail zones Media & Influencer Coverage: • Featured in The New York Times and TimeOut New York • Amplified by top voices in AV, tech, and film communities Engagement: • 85% of attendees shared content on Instagram, Facebook, or Twitter • Sentiment data showed a marked shift in brand perception—from "tech company" to "entertainment innovator" REFLECTION LG Cinema House didn’t just prove the value of OLED—it redefined how premium technology should be introduced to consumers. By designing a visceral, emotionally resonant experience, we moved beyond features and specs to deliver something far more persuasive: a feeling. The project became a gold standard in experiential tech marketing, demonstrating that even the most complex innovations can be sold through story, spectacle, and strategic partnerships. AWARDS • Best Multi-Market Event — Event Marketer • Best Use of Technology —Event Marketer • Best Use of AV — Chief Marketer
AWARDS:
BEST
MULI-MARKET EVENT
– EVENT MARKETER
BEST USE OF AV
EVENT TECH AWARD
– CHIEF MARKETER
74 MILLION IMPRESSIONS
LG PROBAKE: FOR THE LOVE OF BAKING
PR LAUNCH EVENT BENEFITING TORRANCE SCHOOLS & NO KID HUNGRY
Category: Home Electronics / Appliances
Role: Group Creative Director/ Copywriter / Concept
Client: LG x No Kid Hungry
SITUATION LG was preparing to launch its new ProBake Convection Oven in California—one of its key regional markets. Despite its even-heating innovation, the category was crowded, and traditional oven launches rarely generate consumer buzz or earned media interest. TASK Create a campaign that would transcend the typical product launch and emotionally connect with California consumers. The objective was to earn press coverage, drive community engagement, and support retail performance without relying on traditional advertising spend. ACTION As Creative Director, I led the concept and execution of “For the Love of Baking,” a purpose-led brand activation that merged product storytelling with community impact. Strategic Concepting: Identified a pressing local issue—California school budget cuts—and connected it with LG’s core equity: the kitchen as a place of connection, expression, and care. Event Design & Execution: • Created a live bake-off event featuring three beloved Torrance County teachers competing for a $5,000 school grant. • Partnered with Torrance Public Schools and No Kid Hungry to maximize legitimacy, relevance, and reach. • Directed the full experience to ensure it felt meaningful, not manufactured—from branding to talent curation to onsite storytelling. Amplification Strategy: • Strategically invited local influencers, press, and families to foster a community-first feel. • Positioned the campaign to regional news outlets as a feel-good story with social relevance. • Drove foot traffic to appliance retailers with in-store tie-ins and digital content from the event. RESULTS • Event Attendance: 500+ participants, including students, parents, educators, press, and influencers Media Reach: • Became the leading feel-good story across local news that weekend • Surpassed regional benchmarks for earned media, impressions, and sentiment Social Impact: • Stories, videos, and posts organically shared across influencer and community channels • Strong resonance with LG’s brand voice as a company that supports families and educators Business Outcomes: • Tangible lift in foot traffic at regional appliance retailers • Noticeable bump in ProBake sales across participating markets • Exceeded all regional KPIs for engagement and in-store activation REFLECTION We didn’t just introduce an oven—we rallied a community around something bigger. By anchoring the campaign in the emotional and communal act of baking, we gave LG more than a moment in the market—we gave it meaning. The success of “For the Love of Baking” proved that even the most functional products can inspire when launched through the lens of shared values and social purpose.
