LG Electronics USA has launched a state-of-the-art Virtual Production Studio at its North American headquarters. This innovative facility, believed to be the first of its kind in the consumer electronics industry, allows LG to produce high-quality content for its diverse product portfolio while significantly reducing production costs, timelines, and environmental impact. The studio is a collaboration between LG and its affiliate creative agency, HSAD.
The studio utilizes LG's award-winning commercial LED display technology, featuring a 1.5-pixel-pitch display spanning two walls. This immersive setup, combined with technologies from partners such as Megapixel's Helios LED Processing Platform and Mo-Sys Camera Tracking Solutions/Server, provides a flexible and efficient content creation process. Notably, LG's recent investment in Mo-Sys ensures seamless integration of its LED displays with Mo-Sys' XR (extended reality) products.
Megapixel's Helios Platform empowers multiple users to control colorimetry, tone mapping, and camera integration in real-time. The virtual production studio drastically accelerates content production, cutting build times from days to hours. Features like parallax motion and real-time rendering enhance realism and adaptability. The studio's launch aims to boost LG's content output, improve efficiency, and decrease costs. Future plans include episodic content and collaborations with other brands.
“The new LG Virtual Production Studio will allow our product and marketing teams to commission content with scalability, efficiency and volume,” said Chris Jung, President and CEO of LG Electronics North America. “The studio provides a vivid, real-world demonstration of how LG digital production technology can be used to enhance creativity, increase flexibility, and achieve unprecedented new levels of efficiency for us and for our customers.”
HSAD USA President Scott Lee added, “This breakthrough production studio, enabled by LG’s advanced commercial display technology, now allows LG to craft compelling content designed to evoke aspirational feelings around its entire product line, boosting both its appeal and marketability, all while keeping costs down. We can produce more compelling content faster, with greater flexibility and cost-efficiency than ever before. LG content production teams are better equipped to scale output, meet demand, and be first to market – without relying on costly external resources and physical locations.”
The studio's virtual nature eliminates the need for physical sets, reducing environmental impact. The 25-foot display consists of two 1.5-pixel-pitch LG MAGNIT Studio Series LBAG015 Micro LED displays. This fine pixel pitch allows for cost savings and creative flexibility within a smaller studio space.
HSAD, operating as an in-house agency for LG, provides comprehensive marketing and creative services globally.