Challenge

For CES 2020, we aimed to demonstrate OLED's design innovation within the concept 'Redefining Space.' Each LG 4K OLED TV on display required content that accentuated its design uniqueness and superior image quality. We devised a theme to make three TVs look like a unified art piece and created 3D artwork that suited each product. The unique 3D ART video presentation differentiated from traditional quality videos and received positive feedback from clients.

OLED Wallpaper, Rollable, Gallery TV

Gallery space showcasing OLED's design innovation

1. Highlighting the seamless wall-mounting design identity of the TV products.

2. Showcasing premium products as “art pieces” within a gallery theme.

Process

We developed 3D artwork that reflected the thinness, rollability, and wall-mounting capabilities of LG OLED Wallpaper, Rollable, and Gallery TV. The videos in the three TVs symbolized each product’s design features while maintaining a unified tone and manner, making them appear as an integrated piece of art. 

Frame Out

The 3D ART video presentation, which highlighted design features and enhanced spatial aesthetics, distinguished itself from traditional nature scenery and time-lapse quality videos, earned positive feedback from clients. This content was also used during LG Electronics’ press conference the day before the exhibition began.