LG Electronics USA has launched a cutting-edge in-house virtual production studio at its North American headquarters, marking a first for the consumer electronics industry. The new facility enables LG to create high-quality marketing content for its extensive product portfolio while significantly reducing production costs, time, and environmental impact. Leveraging LG’s own commercial LED display technology, the studio features a 1.5-pixel-pitch display across two walls, allowing for immersive, cost-effective, and flexible content creation. The collaboration with creative agency HSAD and integration of technologies like Megapixel’s HELIOS LED Processing Platform and Mo-Sys Camera Tracking Solutions enhances the studio’s capabilities, enabling rapid, real-time content production.
Designed to increase scalability and efficiency, the LG Virtual Production Studio offers an advanced alternative to traditional set production. The facility’s extended reality (XR) technology, combined with LG’s recent investment in Mo-Sys, positions the company at the forefront of virtual content creation. The studio’s HELIOS platform allows for real-time color adjustments and seamless camera integration, reducing the need for additional software. LG plans to use the space for episodic content and potential brand collaborations, further demonstrating its commitment to innovation in digital production. According to LG North America CEO Chris Jung, the new studio will provide greater flexibility and efficiency while helping LG set new standards in marketing and content creation.
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