"We spent time in Paris with the LG team and discussed this campaign. As we talked, ideas started igniting in my head like fireworks. All I knew was that I wanted to create a snappy key message that installers and customers alike could hand their hats on.
Then ‘Residential Air. Controlled.’ hit me at that moment. It perfectly played on the RAC acronym, and everything fell into place thereafter. I’m very proud of the story we crafted, and I still love that key message to this day!"