MEET THE NEW ME

Bronze Spike
TitleMEET THE NEW ME
ClientLG
Product / ServiceLG OPTIMUS G
CategoryA01. Animation
EntrantHS AD Seoul, SOUTH KOREA
Entrant Company HS AD Seoul, SOUTH KOREA
Advertising Agency HS AD Seoul, SOUTH KOREA
Production Company SAM Seoul, SOUTH KOREA

Brief Explanation

A girl sits on a large board, which is actually a smart phone, Optimus G, and begins her journey through the fantastic world of G. She comes across many bizarre things and sceneries, soon realizing how much more she can do with G. As her adventure comes to an end, she meets the ruler,who is no other than herself.

Creative Execution

Our goal was to create an extraordinary commercial, both in terms of length and visualization.But as most TV commercials in Korea are 15" spots, budgets were given accordingly. To make 2 minutes long commercial out of 15" budget and scedule, our choice was CG animation. Our client wasn't so sure about the final result, so many sketches of our fantasy world were hand-drawn, then we made a paper model of our heroine and flew it over sketches to make our client understand. Those sketches were digitalized afterwards to be used in our film. After many painful, hard working hours, our film was completed, and its on-air was an instant hit. Viewers were pleasantly shocked to see something so unLG-like, because most of LG's ads were straight-forward, USP delivering materials.

Credits

Name Position
Hyunjong Lee Chief Creative Officer
Inho Park Creative Director
Hanguil Lee/Yekyoung Lee Copywriter
Kunpil Moon Art Director
Hachul Song Agency Producer
Yongkyun Cho Account Supervisor
Si-Hwan Yang Producer
Si-Hwan Yang Director
Taek-Jun Lee Editor
Fly To The Moon Sound Studio
Locus Post Production
Locus Animation
Gustaf Spetz/You And Me Music
Jieun Lee/Wonjae Jong Account Manager
Locus Editing Company