The launch of the LG OLED TV went in phases. We were tasked in getting the first OLED's into market with a campaign that was centered around what people were watching. This was at the beginning of the binging trend and, for that reason, we centered on the "binge-watchers" rather than movies.  We wanted to drive home a message that everything you watched was going to be amazing. The biggest sell point was that we were getting amazing reviews from tech mags , so we dug in on that, creating a digital presence and print work that touted the reviews.