TRO and Inition Use AR to Put the Magic into LG’s ‘Magic Remote’


To illustrate the interactive nature and functionality of LG’s new remote, brand agency TRO Group and INITION worked together on a giant augmented reality experience for LG’s stand.

The installation at the Gadget Show Live, Excel London, November 28th to 30th, featured two large video walls compromising of 9 LG HD Smart TVs which allowed users to interact with and experience the various features and benefits using the ‘Magic Remote’.

Participants could explore four genres, each linked to the features of the new LG Smart TV series – movies on demand, catch-up television, YouTube and Facebook.

The most popular themed proved to be movies were participants had just one minute to deactivate a huge bomb that broke through the exhibition floor. Members of the public could then be emailed video recordings of their Ethan Hunt impressions to encourage sharing on social media channels.

TRO and Inition use AR to put the magic into LG's 'Magic Remote' from INITION on Vimeo.

The campaign was managed by lead experiential agency TRO Group, which won the business following a competitive pitch. Inition built the real-time interactive 3D content and custom hardware to enable participants to interact with the augmented reality scenarios built around a bespoke hybrid depth-camera and gyro-sensor solution to give accurate tracking of the user’s hands in three dimensions.

This latest project follows previous marketing efforts for LG. Inition helped Framestore shoot a 3D cinema advert for LG’s “Bringing the magic of 3D home with LG” campaign. We also completed a production designed for glasses free 3D displays as part of LG’s launch of the LG Optimus 3D phone.