lg: SPIN TO WIN
ROLE: CREATIVE STRATEGY, ACCOUNT LEAD, PROJECT MANAGEMENT
The Challenge
LG needed to introduce its Styler™ ShoeCare and ShoeCase to U.S. sneakerheads for the first time, an audience that demands cultural credibility, not just innovation. To succeed, the brand had to ditch the traditional demo and earn its place within the hype ecosystem.
The Solution
We tapped in with streetwear icon, Jeff Staple, to create Spin to Win—a high-energy activation inspired by retro game shows. ComplexCon guests spun a giant wheel for prizes and explored LG’s ShoeCare and ShoeCase through interactive moments and a VIP shopping experience. The booth became the most visited experience at ComplexCon, offering guests a chance to win exclusive prizes, engage with the product in action, and participate in a VIP shopping moment.