COMPANY
Concentrix Catalyst
Concentrix Catalyst
PERIOD
Jan 2024 – Apr 2024
Jan 2024 – Apr 2024
ROLE
Creative Director
OVERVIEW
30-second TV commercial for LG DUAL COOL air conditioning for the European market.
Directed the creative concept, wrote the script, developed the storyboard, and managed production through to broadcast delivery. Achieved up to 2.76 million views on the Italian broadcast channel.
The campaign extended into a social version built around three character-driven executions: Painter, Photographer, and Dancer, each developed as a standalone social content piece derived from this TV commercial.
Italy Official Channel / Poland Official Channel
Creative Director
OVERVIEW
30-second TV commercial for LG DUAL COOL air conditioning for the European market.
Directed the creative concept, wrote the script, developed the storyboard, and managed production through to broadcast delivery. Achieved up to 2.76 million views on the Italian broadcast channel.
The campaign extended into a social version built around three character-driven executions: Painter, Photographer, and Dancer, each developed as a standalone social content piece derived from this TV commercial.
Italy Official Channel / Poland Official Channel
STORY BOARD
CREDITS
CLIENT: LG Electronics
AGENCY
Agency: Concentrix Catalyst Korea
Creative Director: Hyeona Won
Copywriter: Junghoon Park
Account Manager: Seunghun Ham
Account Executive: Sungjin Park
CLIENT: LG Electronics
AGENCY
Agency: Concentrix Catalyst Korea
Creative Director: Hyeona Won
Copywriter: Junghoon Park
Account Manager: Seunghun Ham
Account Executive: Sungjin Park
PRODUCTION
Production: PLANIT
Executive Producer: Kwangseop Choi
Producer: Myunghwa Song / Heejin Kim
Production: PLANIT
Executive Producer: Kwangseop Choi
Producer: Myunghwa Song / Heejin Kim
DIRECTION
Director: Kihwan Hwang
Assistant Director: Solji Choi
Director: Kihwan Hwang
Assistant Director: Solji Choi
ON SET
Director of Photography: Jinhyuk Lee
Gaffer: Hongsu Kim
Art: Miseon Oh
Hair & Makeup: Hyea Moon / Yukyung Ko
Stylist: Jinyeon Park
Casting / Model Agency: ITS Model
Location: Go Location
Director of Photography: Jinhyuk Lee
Gaffer: Hongsu Kim
Art: Miseon Oh
Hair & Makeup: Hyea Moon / Yukyung Ko
Stylist: Jinyeon Park
Casting / Model Agency: ITS Model
Location: Go Location
POST PRODUCTION
Edit: Rhythmic
2D Motion Graphics: Roo Creative
3D Motion Graphics: Roo Creative
Color Grading: Lucid Colour
SOUND
Sound Recording: Dr. Hook
Audio PD: Yuri Ahn
Edit: Rhythmic
2D Motion Graphics: Roo Creative
3D Motion Graphics: Roo Creative
Color Grading: Lucid Colour
SOUND
Sound Recording: Dr. Hook
Audio PD: Yuri Ahn
*SOCIAL CAMPAIGN EXTENSIONS
PAINTER | 32" - Italy Channel / Poland Channel
DANCER | 27" - Italy Channel / Poland Channel
PHOTOGRAPHER | 27" - Italy Channel / Poland Channel
PAINTER | 32" - Italy Channel / Poland Channel
DANCER | 27" - Italy Channel / Poland Channel
PHOTOGRAPHER | 27" - Italy Channel / Poland Channel