LG Second Life Tour

Creative Production | Video + Photography

LG’s Second Life campaign set out to change the way people think about clothing waste. In 2021, LG took the campaign on the road by creating a mobile clothing drive & swap.

The bicoastal activation toured across multiple cities and focused on collecting unwanted clothing.

Donated pieces were brought back to LG’s Los Angeles wash center and given a second life through donation, reuse, or upcycling.

To further amplify the mission, LG partnered with designer Nicole McLaughlin, who transformed selected donations into a limited-edition capsule of apparel, accessories & home goods.