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LG

Life's Good at CES

Creative Direction Social Media Strategy Real-Time Strategy + Activation
The Work
CES is a controlled explosion. Every major electronics brand detonates its biggest announcements at the same moment, in the same building, competing for the same finite pool of attention. Having great products isn't enough. You have to show up in a way that makes the right people stop and look.
What many brands miss about CES is that you must build an experience for two audiences: the people physically in Las Vegas and the much larger audience watching from everywhere else. Most brands optimize for one at the expense of the other. We built LG’s presence to serve both simultaneously, treating the show not as a press event but as a cultural moment with real-time reach. The two experiences wouldn’t just coexist; they’d feel connected, each one amplifying the other. That changes the nature of what you’re building. You’re not making content for a room but a moment for everyone who wants to be in it.
Millions of engagements later, LG was one of the most talked-about brands at CES 2017. Not just for what they announced — for how they showed up around it. The products won awards. The brand won the conversation.
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