AI-Powered Music Campaign
LG "Radio Optimism"
Launching optimism through personalized music and co-creation.
Controlla Voice, LG, TBWA & Dotdotdash
May, 2025 - Present
THE PROBLEMS LG WANTS TO SOLVE
BUILDING EMOTIONAL CONNECTION
How can we embody LG’s “Life’s Good” philosophy in a way that creates genuine emotion, not just visuals?
ENGAGING A YOUNGER AUDIENCE
How do we form deeper connections with Gen Z and Millennials through relevant and relatable experiences?
MOVING BEYOND LINEAR ADVERTISING
How can we embody LG’s “Life’s Good” philosophy in a way that creates genuine emotion, not just visuals?
THE SOLUTION
Radio Optimism by LG set out to make “Life’s Good” a lived experience, not just a slogan. LG needed a campaign that created emotional resonance, reached younger audiences, and delivered personalization at scale.
Our technology powered the audio personalization engine that made this possible. People could turn their notes of optimism into AI-generated songs, unique to them, in multiple languages, giving the brand message a voice audiences could literally hear and share.
CHOOSE
Pick a language and musical style that reflects your mood or personality.
CREATE
Enter a personal note, message, or feeling to transform into music.
GENERATE
Instantly generate your customized AI-powered song, paired with unique visuals.
SHARE
Spread optimism by sharing your creation with friends, family, or across social platforms.