LG's Life's Good Brand Story
A three-chapter brand film that moves from archival history to an emotional identity reveal and a rapid public rollout montage.
By @WolffOlins for LGRuns 01:52
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Why it works
The first 27 seconds establish a clear origin, scale, and emotional problem before the identity appears; dated archival footage at 0:12 contrasts with cold machinery at 0:19. A largely speech-free design reveal from roughly 0:36 to 1:01 lets the visual system do the explaining. The edit then accelerates through billboards, events, social posts, and merchandise, reaching 12 measured cuts in the 1:30–1:40 block before a four-second logo hold.
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Tagged live actionbrand filmcase studyarchival footagemotion graphicschapter cardseditorial typographycampaign montage
