ABOUT

I helped conceive LG Labs, a digital platform and creative laboratory launched by LG for all of Latin America. For its time, the project was revolutionary: it invited audiences to co-create with the brand. It gave us the freedom to experiment with aesthetics and narrative formats that were rarely seen in branded content.

For me, it became a true playground — a chance to explore imaginative stories, such as hot-air balloons rescuing trees, chimpanzees making video calls, or living sculptures of bees interacting with cellphones. It was also a period of pure joy, working side by side with my dearest creative partner, José Rezek. More than just a campaign, LG Labs was my first big laboratory, the starting point for a more mature journey into the world of branded content.