LG's 'A Whole New Scale' campaign, created by Gorilla Films in April 2019, uses forced-perspective film to dramatise the LG Gram's large display in a compact,
LG Gram Reframes Scale in a Forced-Perspective Film for South Korea
LG's 'A Whole New Scale' is a 2019 South Korean film campaign created by Gorilla Films that uses forced-perspective cinematography to dramatise the LG Gram laptop's ability to carry a large display within a compact and portable form factor.
Published in April 2019, the campaign centres on a single filmic asset built around one governing creative tension: a screen that feels expansive and a device that disappears into a bag. Rather than relying on specification sheets or benchmark comparisons, the work translates a product truth into a visual experience. The LG Gram had already established a reputation in South Korea as a lightweight machine engineered for professionals and students who refuse to trade portability for screen real estate. This campaign exists to make that proposition felt, not merely understood.
In South Korea, where premium laptop competition is fierce and consumers are sophisticated evaluators of both design and performance, LG needed an approach that communicated product differentiation without retreating to the category's default language of technical superiority. The film medium was a deliberate choice. Moving image allows forced perspective to operate at its most persuasive, placing the viewer inside an optical illusion that collapses the apparent contradiction between size and portability into a single coherent impression. That impression is the campaign's entire argument.
Gorilla Films, the Seoul-based production company behind the execution, brought director Jonah Mill to the project. The work is archived at both Ads of the World and the Clapboard Ad Archive, where it sits within the electronics and technology category. No additional media assets beyond the single film have been documented in the archive. The Clapboard Score for this campaign is 67 out of 100, reflecting competent craft and a clear strategic idea that stops short of iconic status.
LG entered the 2019 laptop cycle in South Korea facing pressure from two directions at once. Samsung, its most direct domestic rival, was advancing its Galaxy Book line with comparable lightweight engineering and aggressive retail presence across South Korean electronics chains. Apple, meanwhile, held approximately 21 percent of the broader global consumer electronics category in 2019, according to DataCube Research, and its MacBook Air had redefined consumer expectations for thin-and-light premium laptops internationally, raising the perceptual bar for every Windows competitor including LG.
The strategic logic behind 'A Whole New Scale' is rooted in a precise consumer insight: South Korean buyers of premium portable computers do not believe large displays and low weight can coexist without compromise. That scepticism is reasonable. Most laptops that offer expansive screens do so at the cost of chassis thickness and carry weight. The LG Gram's engineering genuinely challenges that assumption, but engineering facts alone rarely shift purchase behaviour in a saturated premium segment. The campaign's role was to make the disbelief collapse in real time, on screen, before a viewer could construct a rational objection.
The global consumer electronics market was estimated at approximately US$729 billion in 2019, according to News Market Us, with year-over-year growth of roughly 3.7 percent in that period, according to ClickPost. Within that context, South Korea occupied a distinctive position as both a manufacturing powerhouse and a demanding domestic consumer market. LG's decision to invest in premium film production for the Gram in this environment signals confidence in a product story strong enough to carry a single-asset campaign. Forced perspective as a visual strategy is not merely aesthetic novelty; it is a structural argument delivered through cinema grammar, designed to resonate with an audience that is visually literate and commercially experienced.
Forced perspective is a cinematographic discipline that demands rigorous spatial planning before a frame is lit. Director Jonah Mill applied it here to a commercial problem that is deceptively simple to state and technically demanding to execute: make one object appear simultaneously larger and smaller than it is, and make both impressions feel true.
Gorilla Films, operating from Seoul, assembled a production team whose credited contributors extend beyond the director. Director of photography Lee Seung-hee handled the visual engineering that makes the forced-perspective technique credible at a frame-by-frame level. Additional creative contributions came from Lee Seunghyun and Kim Bongsoo, whose roles within the production reflect the collaborative structure typical of South Korean commercial film work, where art direction and production design carry as much persuasive weight as the lens choices above them.
The single-asset format is itself a creative decision. Rather than fragmenting the argument across multiple executions, the campaign concentrates all of its persuasive energy into one continuous filmic statement. This approach suits forced perspective well. The technique relies on sustained spatial logic; cutting between multiple unrelated scenarios would dissolve the illusion that gives the film its central power. Staying inside one coherent visual world allows the viewer's eye to calibrate to the space and then experience the scale shift as genuinely surprising rather than as a special-effects flourish.
LG's broader campaign lineage offers useful context. The brand's 2016 global G5 campaign directed by Fredrik Bond for LG featured Jason Statham and pursued spectacle through action-film grammar, according to LG's own corporate communications. 'A Whole New Scale' is quieter and more conceptually precise, trading celebrity energy for perceptual argument. In South Korea's domestic market, that restraint reads as confidence in the product itself.
No verified performance data for 'A Whole New Scale' is publicly available. The campaign has not appeared in award shortlists or winners across Cannes Lions, the Effies, or The One Show, and no trade press reviews from Campaign, Ad Age, Adweek, or The Drum have been documented. Its public record exists through its archival presence at Ads of the World and the Clapboard Ad Archive.
Structural analysis in the absence of metrics can still yield meaningful evaluation. The campaign's central mechanism, forced perspective, is one of the more durable techniques in commercial film precisely because it creates a sensory experience that verbal claims cannot replicate. A viewer who watches the LG Gram appear to shift scale on screen has processed the product's core value proposition through perception rather than cognition. That is a more resilient form of persuasion in a category where rational comparisons are easily commoditised.
The single-asset format limits reach by design but concentrates impact. In the South Korean electronics market, where retail environments and digital platforms both compete for consumer attention, a film that creates a genuinely surprising visual moment has a structural advantage in earned attention. The campaign's weakness, reflected in part by its Clapboard Score of 67 out of 100, is that the forced-perspective execution, while competent and purposeful, does not extend the technique into territory that feels entirely new. The idea is sound; the ambition of its execution does not fully exhaust the creative potential of the concept. It is a campaign that does its job cleanly without reaching for the kind of cultural resonance that would have made it a landmark for LG in South Korea.
'A Whole New Scale' is a 2019 South Korean film campaign promoting the LG Gram laptop. Created by Gorilla Films and directed by Jonah Mill, it uses forced-perspective cinematography to dramatise the Gram's large display within a compact, portable body, making a technical specification feel like a visual experience.
Jonah Mill directed 'A Whole New Scale' for LG. The film was produced by Gorilla Films, a Seoul-based production company, with director of photography Lee Seung-hee and additional creative contributions from Lee Seunghyun and Kim Bongsoo. The campaign was published in South Korea in April 2019.
The campaign promotes the 2019 LG Gram laptop. The LG Gram is a premium portable computer positioned around the combination of a large display and a lightweight, compact chassis, and the forced-perspective film technique was chosen specifically to make that size paradox tangible for South Korean audiences.
Gorilla Films, a Seoul-based production company, created 'A Whole New Scale' for LG in South Korea. The campaign was published in April 2019 and is archived at Ads of the World and the Clapboard Ad Archive. It consists of a single film asset built around forced-perspective visual technique.
No award wins or nominations for 'A Whole New Scale' have been documented across Cannes Lions, the Effies, or The One Show. No trade press reviews from major industry publications have been recorded either. The campaign's public presence is limited to its archival listings at Ads of the World and Clapboard.
The Clapboard Score for 'A Whole New Scale' is 67 out of 100. The score reflects a campaign with a clearly articulated creative concept and competent production craft, while indicating that the forced-perspective execution does not fully exhaust its own creative potential or achieve the cultural impact of LG's most recognised work.
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