LG V30

'This is real' Campaign Activation

concept & design, NYC

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insight

For the launch of its newest flagship smartphone, LG is setting focus on inauthenticity in the smartphone and social media generations, where reality hides under layers of Instagram filters. By turning the attention away from the devices and back to the customer as an individual, LG seeks to re-humanize modern consumer technology.

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idea

Part of a three-part campaign, the "Promise Booth" activation was developed to be a premium experience event with the primary attraction being an interactive photo-style booth. Across five cities, the promise booth lets consumers create photo or video content, along with a promise - in their own words - to be authentic.

Specifically, I created designs for both the app to be used in the booth and a microsite for consumers who did not attend the event. The retro-neon and duotone gradient imagery lends to LG's overall look and feel while inviting consumers to interact and have some fun. Finally, since the app was to be used in an event environment, much consideration was put into guaranteeing a user experience that was intuitive and quick-to-learn.

impact

By launching at a live event, the Promise Booth has potential to play an integral part in achieving LG's goal of bringing reality back to the smartphone. In the market for flagship smartphones, LG is now offering consumers a brand that, like them, values authenticity.