In May 2013, we partnered with LG to create a campaign for their new flagship smartphone, the G2. In order to differentiate from their competitors, they went after a unique target: self-professed tech geeks who obsess over specs. In our research, we found out this target also loves all things fantasy and sci-fi. We made a campaign that highlights the phone’s cutting-edge features through the lens of our laid-back hero Rick, who always makes epic things happen. We also created a digital execution called “Phone Fight” to go head-to-head with competitor phones in a video game-style spoof of phone comparison videos.