One App, Sixteen Essences, Three Photographers. In the LG Signature Analyzer App, consumers answered 10 questions to determine which of sixteen signature/essence pairs was their own. We grouped the essence/signature pairs into three larger categories (compassion, ambition and energy) and tapped three major photographers to create a photographic style for each of the groupings.

For three days in Rockefeller Center, we asked visitors to the LG Signature Gallery pop-up to use the Analyzer App. Once they received their essence/signature pair, they were ushered to a premium photo session with the star photographer assigned to their traits.

Beyond Rockefeller Plaza, we turned the captured portraits into a series of social ads for the LG Signature Analyzer App. Each ad was targeted at a consumer group that matched the featured essence/signature pair (for example, sport enthusiasts received ads featuring portraits from the energy grouping).  

Credit: Senior Producer