Challenge
LG needed a social campaign to promote the launch of their luxury home products—the LG Signature series. The product launch timeline was set in stone, social media content needed to far precede TV commercials, yet still have a luxury level of quality to align the signature craft of key celebrities with the artistry of the LG Signature products.

Above :30 Chef Dominique Crenn — for the LG Signature luxury refrigerator.
Mikél Leyva: Creative Director. Postproduction Lead. Editor. Colorist.
Kevin Osgood: Director.

Solution
As a Creative Director & Filmmaker I led creative and postproduction for the campaign’s social content and brought all postproduction in-house. Which allowed us to maximize the schedule and budget to raise the content’s quality level (with no outside production company or director present).

In social media, content needs to make a connection in just a few seconds (often without sound). So I focused on conveying the essence and passion of the artists’ signature craft to come across viscerally. I defined shot lists conveying creativity, a tactile sense of craft, textures, and taste. I then edited, color-graded, and sound mixed all these videos. Each editorial began as a :30, then reduced to :10-15s for social.

Below :10 Fashion designer Philip Lim — highlights the LG Signature washer.
Mikél Leyva: Creative Director. Postproduction Lead. Editor. Colorist.
Kevin Osgood: Director.

Production Planning & Execution
The social content had to launch long before their respective full documentaries while on a remarkably tight schedule. I helped agency NakedComms—plan and execute a shoot-to-postproduction workflow to meet that schedule, and still deliver premium content.

We had footage delivered directly after each shoot and got editorial running on the same day. We sent video to LG for approval, then color-graded and published before any outside production company did their editorials.

:10 Artist Caio Fonseca — for the LG Signature OLED TV.
Mikél Leyva: Creative Director. Postproduction Lead. Editor. Colorist.
Josh Taft: Director.

Postproduction: Editing. Grading. Post-lighting.

To push the footage into a luxury style, I did extensive postproduction lighting in order to create a mood that would evoke the sense that one is witnessing a creator’s personal experience.

We had great locations, great set design and overall takes. But it was shot handheld in predominately quick takes, for the original purpose of a documentary. So I often treated shots to flow in a pace and feel of luxury—where attention to detail is precious.

Artist Social Posts
We also curated many content pieces for some of the artists to post on their social channels.