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 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 elevate the digital experience of sharing positivity with loved ones using personalized music?
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.
EXAMPLE OUTPUT
Personalizes songs in multiple languages.
Transforms heartfelt notes into musical expressions
Intuitive, Emotional, and Instantly Shareable
OUTCOMES
1,300,000+
Songs Created
Millions of personalized songs generated in multiple languages and shared globally by over 400,000 daily active users.
High Audience Engagement
Users spent significantly more time on the platform, turning interaction into meaningful brand connection.
Stronger Brand Presence
LG strengthened its reputation as forward-thinking and emotionally resonant, standing out as a brand that innovates with purpose.
Media and social buzz applauded the campaign's creativity and heart:
COLLABORATION
LG
Visionary brand strategy and global rollout
TBWA
Creative direction and overarching campaign concept
Controlla Voice
Technology that turned personal messages and lyrics into custom songs across languages.
Dotdotdash
Digital design and seamless user experience with an advanced lyric engine
WHY IT WORKS
Made Optimism Tangible
Transformed a brand promise (Life’s Good) into a personal, emotional experience people could feel and hear.
Drove Participation, Not Just Views
​​Invited audiences to co-create content rather than passively consume ads.
Spoke Gen Z’s Language
Used personalization, creativity, and music in formats younger audiences naturally engage with.
Scaled Globally
Multilingual capabilities made the campaign inclusive and relevant across cultures. Learn more
Boosted Shareability
Easy social sharing turned personal creations into organic brand amplification.
Created Emotional Stickiness
Personal songs tied the brand message to individual memories and stories.
Delivered a Fresh Activation Format
Broke away from linear advertising with an interactive, participatory experience.
Ethical and Safe Technology
Built responsibly with no copyright concerns, ensuring trust and compliance for global brand use. Learn more
OTHER KEY INSIGHTS
EMOTIONAL AI WINS
AI isn’t just automation. It becomes powerful when it tells stories and sparks emotions audiences can connect with.
CONNECTION > CONTENT
Campaign success comes from agency vision + tech + platform. Together they create scalable, meaningful impact across markets.
CREATIVE COLLABORATION
Technology works best when it amplifies human creativity and delivers interactions that feel personal and authentic.
