Brief
Following the success of the Edward Zwick project, the Condé Nast Media Group contracted Four32c to create the digital component to their second program with LG Electronics.
Process and Recommendations
This iteration featured chef Nobu Matsuhisa and like the previous incarnation Four32c would be responsible for the design, Flash production, digital photography, video content direction and copy for both the new website and the super rich media ads. This project consisted of two photo and video shoots in London, a photo shoot in Beverly Hills and development in New York.
The London phase kicked off this process with two intensive days of video interviews, sushi demonstration videos, photo shoots and the best sushi imaginable. Nobu was a pleasure to work with, as can be seen by our exclusive behind-the-scenes kitchen tour of the iconic Nobu London.
In California we were treated to an intimate tour of Nobu's Beverly Hills home where we photographed objects and mementos that offer the chef daily inspiration.
The production phase in New York was very similar to the first implementation of the project. When the Korean office signed off on the designs we had about two weeks to code the site, link in social networking features, create a custom Flash video player and develop a complete Eyeblaster ad campaign. This time we included more social networking features and additionally the ability for users to embed the Nobu London kitchen tour onto their blogs.
This was project was very special because Nobu was so inspirational. The third iteration would be with fashion designer Narciso Rodriguez.
Results
Like all iterations of this program, LG: Life Tastes Good surpassed all target metrics. User testing proved that the target audience found this project informative, aesthetically pleasing, and very engaging.
“The creative work is brilliant, and I consider Mark a true partner. From ideation to execution, FOUR32C is full service, and most importantly, 100% available to our team and our client partners. I am so proud of the work that we have done together. ”
