LG CRAFT ICE -creative direction/art direction/writer

When LG briefed us on their new refrigerator that makes giant ice balls like the ones you get at high-end cocktail bars, we knew we had to launch this unbelievably cool product with an equally cool campaign. And by making people feel what it’s like to be a “baller," we had people literally going to Lowe’s and asking for "the baller fridge.” Simple, fun, memorable — that’s how you launch a product to record sales.

New York ADDY 2020: Gold — Film, Video & Sound
Regional ADDY 2020: Silver — Film, Video & Sound
Communication Arts 2020: Shortlist — Motion/Cinematography
Hermes Creative Awards 2020: Platinum
Communicator Awards 2020 : Gold General-Branded Content for Commercials

TVC and digital video. As you can see, we used a wide range of talent to help convey that while the product is perfect for Scotch, it's also just a classy way to keep any drink cool.  Ad Age highlighted our campaign as one of their picks of the week, while an event starring two famous icy ballers drove some extra PR. Giant ice spheres, a baller attitude and killer cocktails — the campaign leant itself to tons of engaging social across multiple platforms. Just a taste of it is featured here. And... it worked.

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