TBWA\Chiat\Day New York 2023-07-14

LG ‘Better Choices Make a Better World’

LOBO and TBWA teamed up to create a campaign for LG that’s filled with messages of positivity and awareness, spread through an irresistibly charming visual style and animation technique.This series of films aim to encourage people to make small changes in their daily habits that could contribute to making a big difference in the world. This is represented by a group of friendly animated characters that go about their lives until they receive a little “nudge” from a big human hand, that points them towards better, more sustainable decisions – using LG appliances that help them reduce food waste, repurpose used clothes, set the right room temperature for plant growth and so on.These stories take place in a lovingly crafted miniature world, brought to life in a warm, inviting way that feels at the same time tactile and perfectly polished, conveying the premium quality of the featured LG products.Our production approach combined CG animation and scale models, simulating a stop-motion film made with clay puppets. We achieved this by building the settings as physical models in our studio, and shooting the plates around them, including the live action hand, in real time with a robotic motion control system. Those same camera moves were imported into the 3D animation software, where the digital elements were added to the scene: the characters, rendered with realistic textures simulating clay, felt, fabric etc., and the LG appliances, which were also modeled with a highly realistic finish.

Directors

Life's Good "Kitchen"

Kitchen

Kitchen

Life's Good "Better Sweaters"

Better Sweaters

Better Sweaters

Life's Good "Flowers Whisperer"

Flowers Whisperer

Life's Good "Making of"

LG-Making of

Making of

Credits

  • Directors Mateus de Paula Santos, Gabriel Nóbrega
  • Agency TBWA\CHIAT\DAY NY
  • Executive Producer Luis Ribeiro, Alberto Lopes
  • Assistant Director Pedro Sokol, Diego Dossa
  • Producers Paula Nobre, Su Constantine
  • Head of Post Production Marcelo Barbosa
  • Team Coordinator Cristiane Santos, Rosângela Gomes, Bruna Boretto
  • Head of CG Fabio Shigemura
  • CG Supervisor Marisa Ditleff
  • Lead Modeling Tiago Mesquita
  • Modeling Guto Spósito, Natan Zuanacci, Marcos Smikof, Marcel Fukuwara, Marcel Tsuruda, Natan Ernani, Lucas Lira
  • Rigging Lead Rafael Dias Joy
  • Rigging Rafael da Silva
  • Lead Animation Larissa Paz, Michael Maron
  • CG Animation Larissa Paz, Michael Maron, Camila Silva ,Camila Fazolin Xavier, Léo Zitto, Mendel Mendes, Gustavo OES, Nicolás Luna, Fabiano Gama, Renata Ribeiro , Andre Lorenzinni, Chan Tong Yun
  • Look Dev Rafael Migliorini, Maurício Pirillo, Patricia Lobo Netto,Tiago Mesquita, Marcel Fukuwara, Tiago Peretto
  • Render Rafael Migliorini, Maurício Pirillo, Patrícia Lobo Netto, Tiago Mesquita, Marcel Fukuwara, Tiago Peretto, and Victor Trovatto
  • Tracking Enrico Guariaschi
  • Lead Matte Paint Ricardo Riamonde
  • Matte Paint Bianca Vianni
  • Photoshop Artist Sérgio Farias
  • Lead VFX Luiz Duarte
  • VFX Eduardo Dutra, Marco Rivera
  • 2D Animation, Clean up, Color Anderson Omori
  • Lead Composition Leandro Pena
  • Composition Carlos Campos, Nara, Leo da Silva
  • Storyboard / Animatic Antônio Soares Neto, Rafael Fernandes, Rômulo
  • Post Production Producers Eduardo Silva, Ricardo Vaz, Patrícia Signorini
  • Editor Eduardo Silva, Pedro Falcone
  • Line Producer Francisco Puech Leao
  • Production Coordinator Fernando Alcantara, Marcelo Jacob
  • Set Assistant Jefferson de Sousa Valentim
  • Security Francisco Carvalho
  • Sustainable Set Perla Estevão Pinto Tavares do Carmo
  • DOP Lucas Andres Barreto, Humberto S. Hacker
  • Sound Mr. Bronx
  • Creative Director / LOBO Mateus de Paula Santos
  • DMP Lead Ricardo Riamonde
  • DMP Artist Bianca Vianni, Sergio Faria
  • Color Grading Company 3
  • Research Carolina Mendes, Rapha Amário, Karin Cristina
  • Ingest, Conform, Delivery Marcos Tavares, Fábio Augusto, Isabela Balbo
  • Motion Graphics Artist Estevão Santos
  • Lead Set Designer Borys Marques de Castro Lage Duque
  • Still Photographer Nidin Sanches
  • Editor Assistant Matheus Miglionico
  • Security Francisco Carvalho
  • Production Director Anderson Boscari
  • Live Producer Manuella (Mazo) Munhoz
  • Project Gabriela Luna Castor de Lima
  • Coordinator Assistant Natalia de Alcântara Vaz
  • Coordinator development Fabiana Sayuri Fukui
  • Coordinator workshop Douglas Okura
  • Senior Artist Artista Sênior: Victor Lei Turqui, Lídia Yogui, Ligia Mie Jeon, Cassandra Silverio dos Reis
  • Art Assistant Pedro Pinho do Prado Teixeira, Karina Aparecida de Moura Silva, Laura Guinsburg Izuno, Marcela Cholodovski de Biasi
  • concepts Débora Matsuda, Rafael Fernandes, Marcos Féliz, Wilson Panassi, Rômulo, Alexey Voltolino, Pedro Jones, Felipe Jornada, Magno Coutinho, Monique