New Wear Love More campaign for LG

Boomtown Productions of Dubai have created a series of promo spots for LG's Wear Love More campaign where viewers are invited to share stories of their favourite pieces of clothing.

'Directed by Rory McLoughlin, three characters tell their emotional stories in what feels like a natural off camera interview setting. This is an initiative to promote LG's AI DD Washing Machine which gives 18% more care than their previous model, meaning you can wear the clothes you love more. Hence the tagline - Wear Love More. 

The first two films (Faisal's Story and Sophie's Story) have been released by LG Gulf with the final (Fikru's Story) coming out later.

Director Approach:

I wanted to make a set of emotionally rich and encapsulating films yet simple and straight to the point. To tell the story of my character's favourite piece of clothing giving context and an emotional connection with viewers within one minute and without rushing.

Che Soonhyun (HS Ad Creative Director) and I collaborated together on these stories. We wanted to appeal to the broad range of cultures living here in the UAE. So our characters came from different backgrounds and their stories felt genuine.

I wanted the look and feel to be moody and visually rich in character. Scenes that felt natural. DOP Nadeem Rifai and colourist Serene Issa really did a great job in understanding my vision and the handheld nature makes the films feel more authentic in their story telling and characters. Thanks to Matt Faddy at BKP for the sound design and mix to really immerse viewers into the scenes and building more intrigue. Also Suresh Nair for the tight edit. I'm surprised we fit them all into one minute slots with the scenes flowing so easily.

Big thanks to Boomtown Productions crew, especially Producer Zoey Gumbs for making my vision for the film series come to life and having faith in me.