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Boomtown Indulges in Personal Love Stories with Intimate Campaign

The 'Wear Love More' initiative was aimed to promote LG's AI DD washing machine which gives 18% more care than their previous model

Boomtown Indulges in Personal Love Stories with Intimate Campaign

Boomtown Productions has released a campaign for LG Gulf through HS Ad. The three films in the series promote the 'Wear Love More' campaign where viewers are invited to share stories of their favourite pieces of clothing.

The initiative was aimed 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'.

Director Rory Mcloughlin of Boomtown Productions, said: "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 (HSAd 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."

Rory continued: "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 at BKP for the sound design and mix to really immerse viewers into the scenes and building more intrigue." concluded Rory. "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 the production crew, especially producer Zoey Gumbs for making my vision for the film series come to life and having faith in me."

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Brand: LG

Product: AI DD Washing Machine


Agency: HSAd

Location: Dubai, United Arab Emirates

Distribution: Middle East and Africa


Production company: Boomtown Productions

Director: Rory McLoughlin

DOP: Nadeem Rifai

Producer: Zoey Gumbs

Colouring: Serene Issa

Editor: Suresh Nair

Sound design and mix: Matt Faddy, BKP

Art Director: Benn Robinson

Wardrobe: Fabiana Lolli

1st AD: Jad Al Saabi

1st AC: Roger Schram

2nd AC: Rian McLoughlin

Sound: Chris Clarke

Gaffer: Waleed Hamia

Location Manager: Calvin Pinto

Creative Director: Che Soonhyun

Art Director: Jungmin Heo and Eunju Sa

HSAd Digital AE: Yunjoo Park, Mansoor Syed

LG Electronics Marketing Manager: Su myoung Yoo

Category: Home , Laundry