Brand: LG
Product: AI DD Washing Machine
Produced by Boomtown Productions
Agency: HSAd
Approach:
I wanted to make a set of emotionally rich and encapsulating films yet simple and straight to the point. To tell the story of my character’s favourite piece of clothing giving context and an emotional connection with viewers within one minute and without rushing.
Che (HSAd Creative Director) and I collaborated together on these stories. We wanted to appeal to the broad range of cultures living here in the UAE. So our characters came from different backgrounds and their stories felt genuine.
I wanted the look and feel to be moody and visually rich in character. Scenes that felt natural. DOP Nadeem Rifai and colourist Serene Issa really did a great job in understanding my vision and the handheld nature make the films feel more authentic in their storytelling and characters.
Thanks to Matt @BKP for the sound design and mix to really immerse viewers into the scenes and building more intrigue. Also Suresh Nair for the tight edit. I’m surprised we fit them all into one-minute slots with the scenes flowing so easily.
Big thanks to the production crew, especially Producer Zoey Gumbs for making my vision for the film series come to life and having faith in me.
Crew:
Director – Rory McLoughlin
DOP – Nadeem Rifai
Producer – Zoey Gumbs
Colouring – Serene Issa
Editor – Suresh Nair
Sound design and mix – Matt Faddy @ BKP
Art Director – Benn Robinson
Wardrobe – Fabiana Lolli
1st AD – Jad Al Saabi
1st AC – Roger Schram
2nd AC – Rian McLoughlin
Sound – Chris Clarke
Gaffer – Waleed Hamia
Location Manager – Calvin Pinto
Creative Director : Che Soonhyun
Art Director : Jungmin Heo, Eunju Sa
HSAd Digital AE : Yunjoo Park, Mansoor Syed
LG Electronics Marketing Manager : Su myoung Yoo
Behind the Scenes:
