TCL Turns Television Into Art Frames With the New A400 Series

(L-R) TCL Field Force Manager Mary Grace Hernandez, Deputy Marketing Manager Shae Yu, Senior Product Manager of Brownline Maxi Chen, Intramuros Administration’s  Business Management Division Chief Ms. Dang Mendoza, Administrator Atty. Joan Padilla, TCL Director of Sales Cyd Montebon, Brand Manager Joseph Cernitchez, and Retail Manager JayR Calubaquib

The television has long been the center of the living room. TCL now wants it to become part of the room itself.

That idea was at the heart of TCL Philippines’ recent “Heritage in Every Frame” showcase held inside Intramuros, where the company introduced its new A400 Series televisions against one of the country’s most historic backdrops. Rather than staging a traditional product launch, TCL transformed the venue into an art exhibit, using the A400 Series as digital canvases for the works of National Artist Fernando Amorsolo.

The setting felt deliberate. As the country celebrated Independence Day, TCL used the launch to explore how modern display technology can help preserve and reinterpret Filipino heritage.

Instead of looping movie trailers or demo footage, the A400 Series displayed animated versions of Amorsolo’s most recognizable works including Dalagang Bukid, Noonday Meal, Fruit Market, and Bataan. The paintings appeared to breathe on screen, with moving clouds, flowing rivers, swaying trees, and shifting light adding subtle motion without losing the character of the original artworks.

The effect highlighted one of the biggest selling points of the new TCL A400 Series. The television is designed not simply as an entertainment device but as an object that remains useful even when no one is watching.

TCL Philippines Chief Executive Officer, Mr. Peter Chen

“The TCL A400 Series represents our vision of what home entertainment can become, not simply a device for viewing content, but a centerpiece that enhances the living space even when not in use,” says TCL CEO Peter Chen.

Cutting Edge Meets Stunning Display

Amorsolo’s Bataan on TCL A400M and Noonday Meal on TCL A400 Pro

The lineup includes the TCL A400M and A400 Pro, both of which use QD-MiniLED technology to deliver improved brightness, contrast, and color performance. During the exhibit, the displays demonstrated how modern television technology can reproduce artwork with impressive detail while preserving texture, warmth, and color accuracy.

Digital artist Mark Cañega, who helped animate several Amorsolo works for the exhibit, described the project as balancing technology with respect for the original paintings.

“His paintings are not static. They already contain movement, light, and life,” he explained during the presentation. “The goal was to make the paintings feel alive without making them feel like cartoons.”

For households that dislike the large black rectangle dominating the living room, the A400 Series offers a different approach. When not being used for streaming or entertainment, the screen can display artwork and curated images, allowing it to blend into the home’s interior.

Miss Universe Philippines 2024 Chelsea Manalo perhaps summed up the concept best when she described the television as something that bridges culture and technology rather than competing with it.

Fernando Amorsolo’s masterpieces on TCL A400 Pro Dalagang Bukid and Carabao Riding in Sunset

The event also carried a community component, with TCL donating televisions and air-conditioning units to several institutions inside Intramuros, including the Centro de Turismo Intramuros, the Intramuros Information Center, the iMAKE History Fortress LEGO Education Center, and the Fr. Luis G. Merino, O.S.A. Library.

Visual artist Mark Cañega shares his digitally remastering process on National Artist Fernando Amorosolo’s masterpieces

Creative Dialogues

Another major highlight that captivated guests was an engaging discussion featuring the lovely TCL KOLs, namely actress Heaven Peralejo, content creator-slash-mommyvlogger Jenny Yeo, and Ms. Universe Philippines 2024 Chelsea Manalo. The panel engaged in a dynamic exchange of personal stories, experiences, and impressions of the innovative TCL A400 Series TVs.

When asked for her first impressions of the TCL A400 Series TV, Heaven couldn’t hide her surprise: “At first, I didn’t even realize I was looking at a television—I thought it was an actual painting. The screen captures the texture, details, and raw emotion so flawlessly that the essence of the original artwork remains intact. It truly captures humanity, reflecting the remarkable endurance of Filipinos during those times.”

For Jenny, the most impressive feature of the TCL A400 Series is its ability to double as a stunning art piece even when turned off. She further elaborates, “My absolute favorite feature is the art gallery mode. Growing up, I always watched TV, but now I love that this mode allows me to display beautiful, available paintings instead of a blank screen. It strikes the perfect balance between functionality and aesthetics. As a mom, I genuinely enjoy having this in our home, which is why I really want the TCL A400 Series TV.”

(L-R) TCL A400 Series Brand Partners Ms. Universe Philippines 2024 Chelsea Manalo, actress Heaven Peralejo and mommy content creator Jenny Yeo

Miss Universe Philippines 2024 Chelsea Manalo was left completely speechless by how seamlessly modern technology merges with rich Filipino culture. She says: “The TCL A400 Series brings a modern touch to the museum experience. It seamlessly integrates with today’s technology, effectively bridging our rich culture and heritage with modern innovation. In fact, when you look at the TV, it doesn’t even feel like a typical piece of modern technology—it blends in like a piece of art.”

A Noteworthy Contribution

The TCL Frames of Filipino Living event also served as a meaningful platform for giving back, with TCL donating essential appliances, including televisions and air conditioning units, to key beneficiaries within the historic walled city.

These donations will directly support the daily operations of the Centro de Turismo Intramuros, the Intramuros Information Center, the iMAKE History Fortress LEGO Education Center, and the Fr. Luis G. Merino, O.S.A. Library.

Atty. Joan Padilla of Intramuros Administration

“The Intramuros Administration is deeply grateful for opportunities such as this, where modern innovation and creative technology become bridges that connect our people with their roots and deepen their appreciation of the cultural heritage that defines us as a nation. Through new and dynamic mediums, we are able to breathe fresh life into the masterpieces of our National Artists, allowing their stories to reach and inspire a new generation of Filipinos,” says Atty. Joan Padilla, Administrator of Intramuros Administration.

(L-R) TCL Field Force Manager Mary Grace Hernandez, Deputy Marketing Manager Shae Yu,  Mr Reuben Romero, Senior Product Manager of Brownline Maxi Chen, Fernando C. Amorsolo Foundation’s  President Sylvia Amorsolo-Lazo and Board Member Rowena L. Romero, digital artist Mark  Cañega, TCL Director of Sales Cyd Montebon, Brand Manager Joseph Cernitchez and Retail Manager JayR Calubaquib

Ultimately, the TCL A400 Series gave onlookers a fresh appreciation for what a screen can do. It perfectly demonstrated the capabilities of modern displays by creating a seamless blend of history, fine art, and cutting-edge innovations.

TCL Director of Sales Ms. Cyd Montebon

“The TCL A400 Series exhibit has shown us how innovation can create new ways to experience and appreciate Filipino heritage. Through the TCL A400 Series, we have had the opportunity to see the timeless works of Fernando Amorsolo presented in a format that connects art, culture, and modern living. This exhibit reflects TCL’s commitment to creating technology that not only enhances everyday experiences but also inspires meaningful connections through creativity and self-expression,” says Ms. Cyd Montebon, TCL Director of Sales, in her closing speech.

For more information about TCL A400 Series TVs, visit www.tcl.com.ph