The brief
HSAD is LG Electronics' in-house agency, and I've designed for LG there since 2023, across a lot of formats: social, in-store, web, motion and 3D. Everything has to hold up to LG's global brand standards, usually on fast campaign timelines.
My role
I take pieces from concept to delivery, from early explorations to final approved assets. I solve problems as they come and keep things moving from idea to hand-off. A lot of what you see I designed and built from scratch; some are global HQ banners I adapted for the local market.
Approach
A lot of the 3D I model from scratch rather than reaching for stock. For the 'Back to the Future' concept I built and lit my own retro-TV, and across the seasonal social pieces I model many of the props and elements myself before blending them with digital and graphic design. The in-store banners follow LG's global system down to custom icons. Inside a strict brand system, most of the craft is in restraint: keeping ideas clear enough to read on a shelf or a small banner.
Result
Consistent, on-brand work shipping across markets, including adaptations of global campaigns for the Russian market. Being trusted to carry a brand this size into a new market says as much as any single layout.
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A simple 3D animation for Valentine's Day, hearts all modelled and animated from scratch.
A 'Back to the Future' concept idea. The retro TV in this scene is my own 3D model, built from scratch.
The smiley balloons are custom 3D, modelled from scratch just for this visual.
A simple 3D animation. The flowers and the number 8 behind them are all modelled from scratch in 3D.
Part of the 'Back to the Future' concept. The retro TV, pedestal and glass forms are all modelled and rendered from scratch in 3D.
Another take on the 'Back to the Future' concept. The retro TV and pedestal are both modelled from scratch by me, just with different lighting.
I haven't ironed the shopper yet, but I'm grateful this merch stayed with me as a keepsake.
