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Boomtown Productions creates a series of capturing films for LG

Brand: LG

Product: AI DD Washing Machine

Produced by Boomtown Productions

Agency: HSAd


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.

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 make the films feel more authentic in their storytelling and characters.

Thanks to Matt @BKP for the sound design and mix to really immerse viewers into the scenes and building more intrigue. 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.


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, Eunju Sa

HSAd Digital AE : Yunjoo Park, Mansoor Syed

LG Electronics Marketing Manager : Su myoung Yoo

Behind the Scenes: