What it is
This is a personal concept piece, not an LG engagement. I picked the LG Centum, a washing machine marketed on how quiet it runs, and asked what "quiet" looks like in a picture.
The answer was a set of calm scenes, a yoga pose among them: the kind of silence you would not expect next to a spinning drum. The product sits in the middle of each one without disturbing it.
What I did
I art directed and produced the series in Adobe Photoshop. Everything in the images except the washing machine itself was generated with the generative AI tool in the Photoshop beta of 2023. The product is the real one; the environments around it were prompted, extended and retouched in Photoshop.
The point of the exercise was to test how far a single designer could take a campaign-style visual series with the new tools, and to keep the result looking like an ad rather than a demo.
The result
The series went up on Behance in June 2023 as six images, filed under Graphic Design and Advertising. It is a portfolio exercise, so there are no campaign results to report.