We secured the launch campaign for LG’s V30 smartphone by tapping into cultural trends and crafting a call to action that resonated with our core audience. In a “post-truth” era, where social media content often lacks authenticity, our research revealed a key shift: millennials are increasingly eager to assert their true selves.

We positioned the LG V30 as the ultimate tool for authentic self-expression, featuring a camera superior to even Apple’s offerings. Every one of the 20 individuals in our campaign videos was real—each committed to using their V30 to document and share their genuine experiences, prioritizing authenticity over idealized, fabricated realities.

We then chronicled and shared their stories across major social platforms—Facebook, Instagram, and TikTok—to amplify their journeys.