Inition Partners With Framestore to Shoot 3D LG 3DTV Advert


As part of LG’s multi million pound 3DTV campaign, Inition helped Framestore shoot a 3D cinema advert which aims to show film-lovers how the 3D experience can be recreated in their living rooms.

The campaign for Mindshare was directed by The IT Crowd star Richard Ayoade. It features comedy duo Tim Key and his sidekick Lloyd Woolf who take viewers on a brief history of 3D through to the latest developments and what the future holds.


The advert is a tongue-in-cheek take on current formulaic 3D showreels and starts with Woolf dressed up as Godzilla destroying a cardboard city below him. The ad then pans through other popular 3D viewing genres such as football and rare butterflies, before ending in a stage set front room with Key and Woolf on the sofa and the strap line “Bringing the magic of 3D home with LG”.

David Cox commented: “I was very happy with the material from the shoot, the optical line up between the cameras was very good and the colour matching was as close as I’ve seen.”

The cinema ad marks LG’s first foray onto the silver screen and will be shown alongside screenings of Tron: Legacy and the new Chronicles of Narnia film, starting on December 10th.