TV brand wins international award for inventive commercial

Sharp TV Aquos 8K TV commercial has made waves at the 41st Telly Awards in New York.

SHARP Electronics (M) Sdn Bhd (Sharp) has put Malaysia on the map once again, outclassing global giants at the 41st Telly Awards in New York, the United Sates of America.

The awards, which honour excellence in video and television, presented Sharp with the Craft Cinematography and Art Direction Award for its Aquos 8K “Beyond The Real World” television commercial (TVC).

Sharp Asean deputy chief executive officer and managing director Robert Wu said Sharp was honoured to be recognised among industry giants on the global stage.

“The participating masterpieces are truly remarkable and demonstrate a high level of quality in representing brands and their stories.

“Being at the forefront of developing 8K technology through our panels, we are constantly looking for creative ways to show our viewers what hyper-realism looks and feels like.

“We had full confidence in the storytellers at Paracosm and the vision of their executive director David Barker as well as creative director Len Wang when we commissioned them to develop this masterpiece, ” said Wu.

The Sharp Aquos 8K “Beyond The Real World” TVC earned two silver awards in the categories for regional TV, namely Craft Cinematography and Regional TV, Art Direction.

The technology behind the TVC leveraged on the ability of Sharp’s 8K Ultra HD TV panel to produce 33 million pixels, making images 16 times clearer than that of a full high-definition panel.

Paracosm, the production team commissioned by Sharp, developed the filming concept of “Beyond The Real World” which played on visual phenomena and illusions.

The film starts with a surreal-perspective viewing angle of the actor. While he enters the TV screen and walks behind the heroine, they intersperse between the virtual world and real world.

Award-winning film director, producer and cinematographer Barker and his team are renowned for being early adopters of the latest cinema technology, including 8K video production.

The Telly Awards entries are judged by a council comprising leading video and television experts from some of the most prestigious companies in entertainment, publishing, advertising and emerging technology.