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Case Study · Product Commercial — Tech · CGI

LG InstaView "Knock Twice" — 3D Product Commercial

A 10-second 3D animated commercial that turns the LG InstaView refrigerator's signature 'Knock Twice' feature into a sensory, aspirational experience through full environment morphing.

ClientLG Electronics
IndustryConsumer Electronics
Service3D Product Animation & CGI
Year2024
The Challenge

What We Were
Asked To Solve.

LG needed to transform a utilitarian kitchen-appliance feature — an illuminated glass door panel — into a sensory, aspirational experience that would stop viewers mid-scroll, rather than a conventional spec-sheet product demo.

Creative Approach

The Approach.

Beatnik designed a dramatic, seamless transition from a minimal studio space into a vibrant, surreal environment: the 'Knock Twice' illuminated panel physically morphs the background into a stylized, sun-drenched 'Chilled Food Paradise' surrounded by hyper-scaled fresh fruit and beverages.

CGI & Production Process

How It Was
Built.

3D Hard-Surface Modeling
Impeccably detailed geometric modeling of the LG InstaView unit captured the exact physical specifications of the matte metallic casing, the precise glass pane density, and the water dispenser interface — ensuring brand-accurate product fidelity at every frame.
Dynamic Material & Shader Shifting
The glass door's shading network was engineered to seamlessly shift from an opaque, highly reflective tinted state to a crisp, high-transparency glass layer, managing internal refractions accurately to physically manifest the 'Knock Twice' illumination event in real time.
Environment Morphing & Dynamic Lighting
A continuous camera pull-back tracks a complete environmental transformation — studio-grade rim lighting on the refrigerator flawlessly transitions into broad, natural daylight as the digital landscape expands into the surreal Chilled Food Paradise.
Deliverables

What We Delivered.

3D Hard-Surface Modeling
Geometric modeling of the refrigerator unit capturing the matte metallic casing, glass pane density, and water dispenser interface.
Dynamic Material & Shader Shifting
A glass-door shading network that shifts from opaque tint to high-transparency glass, managing internal refractions accurately.
Environment Morphing & Dynamic Lighting
A continuous camera pull-back tracking a full environmental transformation from studio lighting to a surreal daylight world.
Result

The Outcome.

A 10-second, 100% CGI hero spot delivered at 4K that reframes a single appliance feature as an aspirational moment — giving LG a conceptual showcase asset built entirely without a physical shoot.

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