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.
Ever audition a TV at a big-box retailer? It’s a fool’s errand. Between the aggressive fluorescent glare and the cacophony of a dozen competing soundbars, you have no idea what you’re actually buying. Now, try firing up a $15,000 LG OLED with Dolby Atmos in that chaos. It’s like trying to appreciate a silent film in the middle of a construction zone. The environment doesn't just distract. It actively sabotages the tech.
We needed complete control over the environment to showcase LG OLED's high-end video and audio capabilities. We could 1. Ransack consumers' homes one by one, or 2. build a home of our own that could somehow travel to the most influential locations and events across the country. Legal wouldn't approve option 1, so we built LG CINEMA HOUSE and partnered with Netflix, Stranger Things, Marvel Universe, and Dolby Labs for the best content, hottest series, and world-class tech.
LG Cinema House wasn't just a showroom. It was a teleportation chamber. We magically transported people into their favorite TV shows. First, they plummeted into the Upside Down, watching El fight Demogorgons. Then, in a click, the audience stood beside their favorite Marvel action heroes defending the Universe from annihilation. CLICK. Now, surrounded by a rain forest, participants were introduced to the imaginary creatures of Korea's most surreal and successful filmmakers.
This 360º projection-mapped environmental immersion was the first of its kind, helping LG OLED capture headlines, influencer reviews and fanatical attention from cinefiles, film critics, and consumers who waited over an hour to experience something they had never seen before. LG Cinema House appeared across the country, including marquee destinations such as The Hollywood Walk of Fame, Madison Square Garden and multiple film fests and retailers.
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
• Event Marketer X Awards: Best Multi-Market Event
• Chief Marketer: Best Use of A/V, Event Tech Award
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 CHARITY
Preface: My mother was a teacher. Her mother was a teacher. And for a short time before advertising, I was a teacher. LG ProBake "For the Love of Baking" wasn't just a data point; it was a chord that rang true across every community, driving affinity through empathy and action.
CASE STUDY
The appliance category is obsessed with the machine. I’m obsessed with the motive. Most brands treat a product launch like a spec sheet competition, but for the LG ProBake Convection, I chose to ignore the technical noise and focus on the visceral "why" of the kitchen. Cooking isn't a mechanical process; it’s a love language. Ovens aren't just appliances; they are the heart’s primary tool for provision. We decided to disrupt the cold, clinical status quo by proving that an oven is only as valuable as the care it helps us provide—especially to those who provide the most for our community.
The Human Engine: Supporting the Underappreciated
In a market like California, where consumers are flooded with "innovative" tech, the real innovation was weaponized empathy. I recognized a massive friction point in our culture: we entrust our children to teachers who are chronically underfunded and overlooked. To bridge the gap between a technical feature and a human truth, I led the concept and execution of "For the Love of Baking." We didn’t just host a product demo; we created a platform for advocacy. By focusing on Torrance County teachers—the people who nurture our kids’ minds while often struggling for resources—we repositioned LG as a brand that champions the nurturers. We turned a bake-off into a mission, where educators competed for a $5,000 grant, transforming a product launch into a tangible act of community support.
The Soul of the Sale: Touch Over Tech
By partnering with No Kid Hungry and Torrance Public Schools, we bypassed traditional advertising limitations to tell a story that regional news outlets couldn't ignore. This wasn’t about selling a convection fan; it was about honoring the teachers who show up every day for our families. I directed the experience to ensure it felt authentic and deeply purposeful, connecting the act of baking for others to the act of supporting those who raise our community. This "touch over tech" strategy proved that when you lead with the heart, the market follows. We didn't just meet our KPIs; we shattered them—achieving a significant surge in earned media and a measurable lift in ProBake sales by choosing to stop talking to consumers and start talking to neighbors.
RESULTS
• 22 million earned media impressions, contributing to a total of 31 million impressions across all channels.
• Earned Media Value: Approximately $1.5 million, as it dominated the local news cycle for that weekend and was picked up by major regional lifestyle and news outlets.
