LG gram
INFLUENCER CAMPAIGN & CONTENT CREATION
The Partner LG gram is LG's line of ultra-lightweight laptops, built around a simple promise: powerful performance that doesn't weigh you down. The gram is known for being the world's lightest 17" laptop, with all-day battery life and enough ports to keep a creative professional moving without carrying a bag full of accessories.
The Opportunity LG launched the Second Act campaign to celebrate people who had taken an unconventional path professionally, career changers, side hustlers, and creators who built something on their own terms.
They reached out to me because my story fits the brief perfectly: a self-taught artist who left a full-time job to run a creative studio and be my own boss. They were also drawn to my signature pink aesthetic and hand lettering style, wanting to bring that visual identity into the campaign to connect authentically with a millennial creative audience.
The Goal LG needed more than a product post. They wanted a creator who could authentically weave their own story into the campaign, connect with a millennial audience, and make the gram feel like a natural part of a real creative workflow, not just a sponsored placement.
My Role Creative Concept · Hand Lettering · Illustration · Art Direction · Photography · Copywriting
The Deliverables In-Feed Static Post · Stop Motion GIF · IG Stories · IG Reel
The Concept: "Productivity is my GRAM."
When LG came to me with the Second Act brief, I didn't want to just show the laptop on a desk and call it a day. I wanted to give the campaign a phrase that would stick.
People say "___ is my JAM" all the time. It's casual, it's millennial, it's the kind of thing you actually say out loud. So I spun it: "Productivity is my GRAM." It's punny, it's fun, and it does real work. It positions the gram not just as a laptop, but as the thing that makes your productivity possible. The wordplay also makes the product name memorable in a way that a straightforward tagline never would.
From there, everything built out from that phrase. The hand lettering, the illustrated icon world, the pink workspace aesthetic, the stop motion typing GIF, it all ladders back to one cohesive idea.
Content Package 1
Static Post
I art directed and photographed myself in a pink office setup, holding a hand-lettered paper speech bubble with the phrase. Around the photo, I illustrated a world of productivity icons, notifications, music notes, chat bubbles, stars, to bring the digital creative life to life visually.
Stop Motion GIF
For the stop motion, I set up a flat lay of the gram on a pink background and shot a hand-typing sequence frame by frame.
IG Stories Set 1
The first story set showed off the gram's hardware in a way that felt personal, not like a spec sheet. Each frame highlighted a different physical feature: the 17" screen, the ultra-slim profile, the ports, and the under-3lb weight. The tone was casual and conversational, like texting a friend about a new gadget you're obsessed with.
Content Package 2
IG Reel
"A productive workday with the Gram." I scripted and shot a day-in-the-life format that shows every aspect of a freelance creative's work: calendar planning, email, lettering, photo editing, and accounting, with voiceover and on-screen text for each frame. The final shot shows the laptop to highlight its lightweight portability, making it possible to work from anywhere.
The caption copy tied it all together with the Second Act story: leaving a full-time job to be my own boss, and why a sub-3lb laptop with 10 hours of battery and enough ports for everything felt like a creative superpower.
IG Stories Set 2
The second set ran a real battery life test in real time. I started the day at 99% with my charger left at home on purpose, took the gram to the park, and checked back in hours later, still going strong at 40%.
The final frames closed on the creative programs I use daily, showing the gram can actually handle a graphic design workflow, not just browse the web.
The Outcome
The campaign delivered strong engagement across all formats.
The hero static post reached 8,133 accounts with 2,473 likes and 215 saves, a signal that the content resonated well beyond a typical branded post.
The stop motion GIF reached 6,619 accounts.
IG Stories averaged 1,500 to 1,700 accounts reached per frame across both content packages.
The standout performer was the IG Reel "A Day in the Life of a Freelance Artist," which hit 29.5K views with 2,263 likes and 32 comments, making it one of the strongest performing pieces of sponsored content on the channel at the time.
