Product demo and music video
We took an unorthodox approach to launch LG’s newest monitors in the US market: partnering with electronic music legend, Pretty Lights, and making a music video featuring this first-of-its-kind product.
Pretty Lights introduced the world to this music video during his first Coachella performance. It was nominated for a Grammy later that year.
Role: Art Director
Agency: strawberryfrog
“Around the Block”
Pretty Lights ft. Talib Kweli
The PRODUCT
The new, LG ultra-wide monitor was outfitted with unique features like a never-before-seen 16:9 aspect ratio and multi-tasking window snapping.
It was an especially noteworthy product because it was the first time a major electronics company deliberately designed a monitor for gamers and creatives.
The BRIEF
Our task was to introduce the product in a way that the core audience would pay it attention—to make it desirable by association, and to showcase its key features in a way that resonated with the intended user base.
The Idea
My mind immediately went to music production, having watched my own brother struggle to make music with the small canvas a traditional monitor provides.
I wanted the video to show liberation from this pain point: a musician with true creative freedom because he can now layout his entire creative process on a single surface.
THE Art Direction
Any creative—musician, gamer, designer—can understand the experience of entering an alternate reality through your machine. So we decided to lean into that familiar feeling.
The idea was that each window on the monitor would act as a portal into the creator’s mind and process, almost like an internal world we could enter to see where and how the genius is created.
This would be our opportunity to showcase the 2 core features of the monitor.
the MONITOR
16:9 Aspect Ratio
Multi-tasking window snap
Authenticity was a critical part of the video’s art direction. It was important to all parties that it didn’t feel like a commercial.
We recreated Pretty Light’s Colorado music studio in a production space in Brooklyn, which allowed us to maintain his exact aesthetic that fans had come to know and love, and give our director and DP ample room for shooting with their preferred techniques.
Each piece of equipment on set is the exact model he uses to create his music—the only pieces we swapped out were his typical monitors for the new, LG ultra-widescreen monitors.
Set design
We were extremely lucky to work with Pretty Lights on this project, given his meteoric popularity in the Electronic music scene, and that he had an unpublished album ready to debut.
Pretty Lights (Derek), our agency team, and our famed director Anthony Dickenson unanimously agreed that “Around the Block” would be the perfect song to use for the video. Derek had sampled over 30 different musicians around the country in the song, of which he had hours of footage. This was the perfect content to utilize for diving into his creative process through the monitor.
THE SONG
Anthony had been experimenting with hyperlapse for a few years, and we felt it matched the frenetic energy of the song perfectly. It also helped us condense the story of Derek’s music production, something that takes long periods of uninterrupted time, into a short format video.
Part of production included multiple days walking the streets of Brooklyn, shooting B-roll of inspiring places, which then created the artistic backdrop for the music video.
Hyperlapse
Credits
Client
LG Electronics
Agency
strawberryfrog
Account Director
Taleah Mona-Lusky
Art Director
Steph Lusby
Talent
Pretty Lights
Production
Walter Pictures
Producer
Greg Eggebeen
Director
Anthony Dickenson
Cinematographer
Michael Belcher
Camera
Brandon Miller
Editor
Brandon Miller
Martina De Alba
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