Challenge

At CES 2018, the key task was to showcase LG’s Super UHD TV technology, featuring Nano Cell technology for pure colors and Full Array backlighting with object tracking lighting. We aimed to convey these advanced technologies through engaging and attractive content. To simplify the explanation, we designed videos symbolizing the 1mm Nano Cell molecules and the Full Array backlighting using a 3D LED Cube as a design motif.

Four LG Super UHD TVs + LED lighting 3D Cube

LG Super UHD TVs displayed in an island setup Structures and content symbolizing the product’s technology

- Illustrated Full Array backlighting technology with object tracking lighting 

- Incorporated an LED Cube symbolizing Nano Cell molecules and Full Array backlighting 

Process

We created a symbolic representation of the Full Array technology using LED lights in a cube shape to represent the backlight panel. To emphasize light control technology, we synchronized the colors and lights with the video content. 

Frame Out

Metal spheres symbolizing Nano Cell molecules were effectively synchronized with video content, dynamically showcasing Nano Cell technology as a work of art. The LED Cube represented Full Array backlighting, emphasizing light control with colors and lights matching the video content. This artistic representation made LG's Super UHD technology easily understandable and drew significant attention.