LG, one of the top innovators in the home appliance space, wanted to showcase a slate of new kitchen, laundry, and steam-cleaning products—ranging from fridges that let you see your groceries without opening the door to an AI-powered washer and dryer. The goal was to tell the story of five unique products in a jam-packed two-day shoot and to convey their product innovation in an engaging way. Director Sean McLeod was brought on to tell these stories and elevated the approach with a frozen-in-time moment, suspending items from broccoli to a basket of laundry in mid-air before our characters sprang into action through the power of their LG appliances.

Retrofitting new kitchen appliances into a home location with enough room for VFX rigging can be challenging at the best of times, so the team opted to build a series of unique sets to showcase everything these new LG products had to offer. With Sean’s vision and sense of style, he played a major role in creating the kitchen, laundry room, and walk-in closet of our dreams. From there, we worked with a team of amazing key props artists and the folks at Feather to create a world of suspended products through a mix of practical rigging and additional 3D images. This enhanced our environment, allowing the talent to interact with elements suspended in time—seamlessly integrating our frozen world snapping back into reality as they nailed their goals around the house, all with the help of LG’s smart appliances.