LG’s collaboration with the art world entailed a careful planning stage to ensure the product, brand, and core of the dance group were upheld. Each part needed to be held accountable in regard to the overall aim of the project.
Marketing and media content in the solar space usually comprise of one of the following three broad-stroke approaches. Some form of enablement tutorial designed for installers or distribution partners, customer videos that share actual installation/use reviews (usually actual reference cases), and finally, Product Videos that faithfully explain the product itself. In the midst of this prevailing notion, LG Solar's brand film, which was introduced this year, was produced based on a very left-field plan that differed significantly from the mainstream approach.
ArtGee, the Korean street dance team recruited was able to express the performance and quality of the product by combining carefully choreographed poppin, lockin and b-boying dance routines. Both solo and group exposés were choreographed to interpret the minimalistic movement of contemporary dance and the intense movement of street dance in a modern way, said ArtGee's leader and chief choreographer Kang Sungu (a.k.a. CrazySun). “I recalled the beginning of the project, which was inspired by the product design of LG Solar Back Contact technology.”, said Leader Kang. The choreography flow that extends from the dancer's hand to the arm and upper body, and the group dance composition is reminiscent of a computational mathematical model in which a two-dimensional square turns into a three-dimensional hexahedron. Leader Kang said, “At the peak point of the video, we wanted to highlight LG Solar's premium quality alongside the 25-year warranty with a particularly difficult breakdancing segment. “, and then, “ArtGee's spirit of experimentation not only met but exceeded the expectations of the LG Solar team. It made for a very meaningful assignment.”
Along with the key question starting with “What energizes you?”, a dancer wakes up from an unconscious and stationary position. As the stage lights up, a complementary build-up question that alludes to solar power as life energy is perfectly represented by a powerful group dance. As the two dancers engage, a key answer of “We’ll perform for you.” appears. Finally, it culminates with another group dance that stands out with dramatic aggressive and dynamic multi-direction maneuvers and gestures. The brand identity of “We’ll make the energy you need for your day,” appears alongside this closure. LG Solar’s flagship PV, NeON R is directly exposed in one minute of video, but despite being the flagship model specifics were deliberately omitted. Without model number or detailed data, maximum emphasis is placed on the brand itself.
Many visual metaphors were used to communicate the “smooth stage-like panels” which is the design feature of LG Back Contact Technology. The stage of the dancers in the video was also designed by inheriting the panel's module design, and this unambiguously expresses that it is a stage for high-performance panels, and appeared with the NeON R exposed through the same segment in the middle.
No leaf was left unturned as even the background music was a labor of love and made use of a composed tune called LG Solar Sound, which the team really put their hearts into it. In order to express an upbeat and energetic sonographic image, it combines a staccato popping melody not dissimilar to the Marimba which manifests based on a powerful space beat. In particular, the main melody stimulates the imagination of the formation of electrons in the LG Solar panel in sunlight on a sunny day.
The digital contents manager, Anna Choi, who led the project, defines the concept of the brand film as “a collection of product-based metaphors” and “can be interpreted in a myriad of ways by different people who watch this video – which is where it’s strength lies I believe” she said.
Needless to say, there has been a real buzz in the air with this never-before-seen collaboration between art performance, and solar PV products. It’s a bold move that will pay off in leaps and bounds because it adds a unique channel of brand communication from LG Solar's robust technology to its design aspirations and goal to impact culture.