Creative & Graphic Design

LG Blood Donation Campaign

For LG’s blood donation campaign, the brief called for a way to communicate solidarity, cooperation, and empathy through a meaningful visual idea. The concept began with the metaphor of a puzzle, representing how individual contributions can come together to create something complete. This evolved into a blood-drop-shaped puzzle, where every donor became a part of the final image. I developed the concept and creative direction, directed the 3D execution, refined the final asset and layout, and prepared the design for large-scale physical production. The result turned an abstract message of solidarity into a tangible, participatory experience.

Client

Role

Creative & Graphic Designer

Date

Jul 2022

Agency

New Vision

3D Designer

Nima Ashoori

LG Blood Donation Campaign

Concept, Creative Direction, Design

Context

The brief came in through the LG account team at a moment when the agency’s creative director was unavailable due to illness (Covid-19). I stepped in immediately and began ideation. LG’s key requirement was a campaign that conveyed solidarity, cooperation, and empathy — values tied directly to the act of donating blood.

Process

I started exploring the idea of a puzzle: a puzzle is something that’s easier to solve together, which felt like a natural metaphor for solidarity and cooperation. While thinking through how to execute this, the idea clicked into a stronger, more specific form — instead of an abstract puzzle, the puzzle itself could be shaped like a drop of blood, completed piece by piece by the people who donate. This turned the concept into a gamification mechanic: each donor’s contribution literally completes part of the visual.

The idea was well received internally, so we moved to execution. I briefed a 3D artist to produce the blood-drop-shaped puzzle asset. Once the initial output was ready, I took over to refine and correct details, finalized the layout, and prepared the files for the production unit to fabricate the puzzle at large physical scale for the campaign activation.

Outcome

The concept translated an abstract brand value (solidarity, empathy) into a tangible, participatory visual mechanic — donors weren’t just told the campaign message, they physically completed it.

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