Overview

This television commercial for LG’s Washing Machine with 6 Motion Direct Drive (DD) technology was crafted around a powerful emotional insight: clothes aren’t just washed—they’re cared for, with the same gentle attention a mother gives. The campaign aimed to position LG’s 6 Motion Direct Drive technology as more than just efficient—it’s intuitive, delicate, and thoughtful.

My Contribution

As the Art Director, I was responsible for shaping the creative narrative and ensuring a seamless visual execution across all stages of the project.

• Crafted a storyline that humanized technology by drawing parallels between LG’s 6DD motion and a mother’s caring touch.

• Worked closely with the production team to map out each frame with emotional clarity and functional focus.

• Defined the visual language, tone, and color palette to reflect warmth, gentleness, and modernity.

• Supervised both pre- and post-production, ensuring alignment with the brand's aesthetic and messaging across camera direction, set styling, and final editing.

Outcome

The TVC resonated deeply with family-centric audiences, reinforcing LG’s position as a brand that combines innovation with emotional intelligence. It effectively demonstrated how advanced technology can echo the nuances of human care—building both product trust and brand affinity.