Englewood Cliffs, NJ – February 13, 2025
LG Electronics USA has inaugurated its first in-house virtual production studio at its North American headquarters in Englewood Cliffs, New Jersey. This state-of-the-art facility represents a significant advancement in LG’s content creation capabilities, enabling the company to produce high-quality marketing and promotional materials more efficiently and sustainably.
Cutting-Edge Technology Integration
The studio features LG’s own award-winning commercial LED display technology, including a 25-foot, two-wall display constructed from two large 1.5mm pixel pitch LG MAGNIT Studio Series LBAG015-G3 Direct View Micro LED displays, positioned at a 90-degree angle. This setup allows for immersive, cost-effective, and flexible content creation within a compact 1,000-square-foot space.
To enhance the studio’s capabilities, LG has integrated advanced technologies from its partners, including the Megapixel HELIOS® LED Processing Platform and Mo-Sys Camera Tracking Solutions. These tools enable real-time control over colorimetry, tone mapping, and camera integration features without the need for additional software.
Efficiency and Sustainability
The virtual production studio significantly reduces set build times, allowing for rapid content production. Advanced features such as parallax motion and real-time rendering enhance realism and adaptability, offering greater creative flexibility and cost savings. Moreover, by minimizing the need for physical sets and on-location shoots, the studio reduces environmental impact and streamlines production workflows.
Strategic Collaboration
This initiative is a collaboration between LG and its affiliate creative agency HSAD. The studio serves as a vivid demonstration of how LG’s digital production technology can be utilized to enhance creativity, increase flexibility, and achieve unprecedented levels of efficiency for both the company and its customers.
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