Imagine stepping into an elevator, to see the floor drop into the shaft. Scary...

LG was introducing a new series of IPS monitors. Our brief: to communicate the perfect lifelike picture quality of the new LG IPS monitors.

We believed that the best way of communicating how lifelike something is, is by actually testing/showing how lifelike it is. We chose an elevator because of the universal fear of something going wrong in it. 'Imagine it happening to you'. So we kitted out an elevator floor with a grid of nine IPS monitors. Would unsuspecting office workers believe the floor was falling out from beneath them?