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LG Electronics Lights Up Your World in Beautiful Film

Sam Brown at Rogue Films directs The&Partnership's colourful campaign demonstrating LG's innovative self-lit pixel technology

LG Electronics Lights Up Your World in Beautiful Film

LG Electronics Korea has appointed The&Partnership London as the global lead creative agency for the company’s OLED TV range, following an international competitive pitch.

Today, LG and The&Partnership London launch the global integrated campaign, ‘Light up your  world’, demonstrating the innovative self-lit pixel technology of LG’s new OLED evo. The campaign will live across all LG touchpoints in 2021, from their above-the-line advertising to their owned online channels. 

The global campaign features a beautiful 90 second film, with various cut-down lengths. The film, shot by Sam Brown at Rogue, shows a woman’s wondrous journey through surreal environments as she follows vivid, coloured light. The playful light leads our woman past magical fish, a futuristic cityscape and an endless room of colour. The film also features a spectacular, internally lit tree which is the key visual for the whole campaign. This self-lit tree key visual will be featured in print, OOH and also create the screen infill for the new LG OLED evo across all channels. 

JS Lee, senior vice-president at LG Electronics, said: “The&Partnership impressed us with their  emotional storytelling. We’re incredibly excited about the ‘Light up your world’ campaign and can’t wait to see it drive increased global awareness of our unrivalled OLED technology.” 

Gary Simmons, MD at The&Partnership London, said: “LG’s OLED technology has led the industry  for a number of years, and with this emotive campaign we want customers to truly feel and  experience those technological benefits.”  

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Client: LG Electronics

Senior Vice-President: JS Lee

HE Digital Marketing Team Leader: KH Kim

HE Digital Marketing Team: Youngeun Yoo


Creative Agency: The&Partnership

Executive Creative Director: Micky Tudor

Executive Creative Director: Yan Elliott

Creative: Carl Storey & Dan Dehlavi

Head of Integrated Production: Charles Crisp

Senior Producer: Rick Carter

Creative Producer: Tom Loxley & Angus Lees

Managing Director: Gary Simmons

Senior Account Director: Lucy Almond

Senior Account Manager: Hannah Gray

Chief Strategy Officer: Emily Harlock

Planning Partner: Oliver Egan

Planner: Sam Smith


Production Company: Rogue Films

Director: Sam Brown

Producer: Polly Ruskin

Managing Director: Kate Taylor

Director of Photography: Sebastian Blenkov

Production Manager: Francesca Resteghini

1st AD: Joe Carter

Art Director: Tomáš Homolka

Facility Company

Facility Company: Unit Sofa

Line Producer: Tereza Kalova

Production Managers: Barbora Wochnerova & Robert Zapletal

Post Production

Post Production: Electric Theatre Collective

Producer: Magda Krimitsou

Production Coordinator: Larisa Covaciu

Creative Director: James Sindle

VFX Shoot Supervisor: Giles Cheetham

2D Lead: Ryan Knowles

3D Lead: Simon French

2D Artists: Christian Block, Reynold Rodrigues, Leandro Vasques, Kia Coates,  CJ Gaikwad.

3D Artists: Tushar Kewlani, Jack Powell, George Savvas, Gareth Bell, Luis Fos, Fabrice Fiteni, Elliott Holland-Crouch, Caroline Kiessling, Chago Bunton-Cole, Robert Reinschedl, Nikolai Maderthoner, Stefan Brown, Jason Brown, Rodrigo Torres

Colourist: Luke Morrison


Editor House: Final Cut

Editor: Amanda James

Assistant Editor: Mike Radforth Edit Producer


Sound Design: Factory

Sound Design/Mix: Anthony Moore & Mark Hills

Senior Audio Producer: Lucy Spong

Music Production

Music Production Company: SIREN

Music Composer: Chris White

Producer: Joshua Gibbard

Executive Producer: Anthony Moore & Siân Rogers

Composition Title: Follow The Light

Publisher: SIREN Publishing Ltd

Lead Actress: Ivana Šulavikova

Lead Actor: Ondřej Horak

Category: Consumer Electronics , TV

Genre: People , Storytelling