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

The awards, which honours excellence in video and television across all screens, presented SEM with the Craft Cinematography and Art Direction Award for its AQUOS 8K ‘Beyond The Real World’ TV commercial.

“Sharp is honoured to be recognised among respectable industry giants on this 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 ways to show our viewers what hyper-realism looks and feels like in a creative way. We had full confidence in the storytellers at Paracosm and the vision of Executive Director, David Barker, and Creative Director, Len Wang, when we commissioned them to develop this masterpiece,” said Sharp Deputy Chief Executive Officer of ASEAN and Managing Director, Robert Wu.

The Sharp AQUOS 8K ‘Beyond The Real World’  commercial earned two Silver Awards in the categories for Regional TV, namely Craft Cinematography and Regional TV, Art Direction. The technology behind the commercial 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. The ultra-high resolution creates an almost three-dimensional visual, capturing every micro-detail and moment, and finally presenting it to the audience in the same manner as if experiencing it in real life.

The producers and creative directors used picturesque-dreamscape and surrealism visual styles through the entire commercial, with rich and multi-level details. These demonstrated the ultra-fineness of 8K and 4K images and how 8K colours performed.

Directing Scene

Scene Direction by film creator David Barker

TV commercials are commonly delivered in HD 1080 format. The AQUOS 8K Panels and technology enabled the creation of a video at 16 times the resolution and double the frame rate (higher definition) of a normal TV commercial. The feat was a challenge both technically and artistically, which paid off with the recognition at the 41^st Telly Awards.

The Telly Awards honours video and television made for all screens and is judged by The Telly Award Judging Council, a group of leading video and television experts from some of the most prestigious companies in entertainment, publishing, advertising, and emerging technology.