LG
EXPERIENCE INNOVATION
Radio OptimismRadio Optimism
Overview
The world’s first 24/7 AI-powered dedication station broadcasting personalized songs to spread optimism to the people who make life good.
Signal
Decoding the Signal
AI-generated music can make a divided world feel more connected and optimistic.
In 2024, LG flipped the script on the social feed, turning social media from a source of isolation into a force for optimism. In 2025, LG aimed to do the same with AI. They wanted to prove “Life’s Good” through the universal language of music, to break barriers and show optimism isn’t naïve. It’s brave.
Senses
DESIGNing for the sense
The world’s first 24/7 AI-powered dedication station broadcasting personalized songs to spread optimism to the people who make life good.
We designed a digital platform that helped people generate custom songs through text prompts and genre selection, connecting the song’s author and recipient in a meaningful, memorable way. The songs were always positive in tone, and always both commercially and brand safe. Introducing, Radio Optimism.
ACTIVITES
→ AI Music Platform Partnership Identification
→ UX/UI Design
→ Bespoke AI Model Prototyping & Training
→ Q+A With Music Artist Panel
Consistent, high-quality music
Through fine-tuned models, reference tracks and structured compositions, we ensured that no matter the user prompt or genre/mood selection, each personalized song was a polished output every time, from the music and lyrics, to the vocals and language.
Custom album artwork
Using Adobe Firefly, we matched each genre and mood with unique visual guidelines to auto-generate custom album art, ensuring every track looks as good as it sounds.
Brand and commercial safety
With Controlla AI, we leveraged proprietary, ethically trained, custom models to ensure brand-safe outputs – a critical detail for designing commercially viable brand platforms. Through robust moderation filters and positive-only lyric logic, we kept every output brand-aligned and risk-free.
System
DEVELOPING THE SYSTEM
A multi-touchpoint ecosystem led by digital experience at the center.
Digital activations are often treated as an afterthought or piece to a larger campaign. But dotdotdash and Chiat Day NYC worked hand-in-hand from the start to build a 360° integrated campaign with the Radio Optimism digital experience as the core foundation.
ACTIVITES
→ Global Toolkit
→ Campaign Film
→ OOH
→ Paid Performance Media
→ Social Content & Challenges
Global Toolkit
We collaboratively defined and delivered a global campaign toolkit, scaled across key markets and translated into seven different languages to ensure seamless activation worldwide.
Omnichannel
Together, we expanded Radio Optimism across every campaign touchpoint, from brand films and OOH to paid performance media and social challenges, creating a cohesive, multi-channel experience that invited global participation and amplification.
Future Extensions
Radio Optimism is built to expand, from powering custom songs for sports teams and fans, to media co-creation with publisher partners, to integrating Radio Optimism directly into LG products like TVs and apps.
Shift
Paradigm Shift
AI-powered brand co-creation at global scale.
Radio Optimism is the first brand-safe generative AI music platform launched at global scale. It gives audiences true creative freedom to co-create personalized songs, with no fixed inputs, just open-ended expression with consistent high-quality results from a single prompt, proving technology can spread connection and optimism worldwide.
