LG was Hungry For Life

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LG Mobile Launches Their First Windows Phone
Hungry For Life brings the message to fruition

LG Is a big company, with products that range from refrigerators to herbicides, and somewhere in-between is their US Mobile business. LG was not known for its mobile phone technology, at least until the LG Quantum 'Hungry For Life' campaign.

My work focused on bringing something as visually cool when you're holding it in your hand, to being able to get the experience of having one, without relying solely on the 36o spin.

In these next few illustrations you can see the process and madness behind the work.

The challenge was in the cool factor of the product itself. Everyone who touched it felt something new, both from the perspective of LG Mobile, but from Microsoft as well. When the phone 360 idea came up everyone groaned, so we knew we had to make it feel more organic - more natural feeling.

Whenever I get an opportunity to work with AD's that can storyboard, I love it. It's such a quick idea exchange tool, and when you get even marginally proficient at it you can really move through ideas, good and bad. As an interaction designer, it also helps me focus the creatives on what is possible, but more importantly what needs to be there in order for it to work. Often that is the part that gets figured out AFTER the project has gone through visual design and then gets 'run by UX'... This project was different.

Looking at a project's ecosystem helps identify tactics that can increase the users exposure to the message at key moments - when they are most susceptible and open to awareness content.

Here we identify where users are coming from, what they might have been doing, and where we want to take them on the next step of their journey.