So real it's scary

The new LG IPS monitor produces an image that is identical to real life – so much so that the two can’t be differentiated.

To prove it (and to create interest in the new product) creative digital agency, Superheroes from Amsterdam, created an extreme demo, So Real it’s Scary, and filmed it.

LG installed a grid of its new IPS monitors in the floor of an elevator, enabling it to create the optical illusion that the riders were about to plummet to the ground. Once a person was inside the elevator, the lights flickered and the structure creaked to indicate there was a problem.

Then the floor appeared to fall away tile by tile. The monitors were arranged on the floor in a three-by-three grid. The panicky reactions of the elevator users when the floor appears to fall in were filmed.

The film is viewable on Vimeo. It highlights the lifelike colours and image quality of IPS technology, no matter which angle the monitor is viewed from. The central message is unequivocal - LG IPS monitors make images so real, it's hard to separate image from reality.

The company has used unconventional marketing videos in the past to drum up interest in its high-tech products. In January 2012, a video showing a "smart thief" (actually an actor) stealing one a LG Ultrathin OLED television was viewed more than 5 million times.

Creative directors are Rene Klinkamer and Rogier Viiverberg with art director, Silie Lian. Production company for the web film is De Filmwinkel, with director, Jasper Bazuin and producer Severuen Jansen.

LG: So Real it’s Scary from SuperHeroes Amsterdam on Vimeo.