I have the same TV and trying to calibrate. Until I get a colorimeter, I tried with the THX app via casting, which presents patterns online. But when I tried adjusting, the Picture settings had no effect.
I then tried a USB with downloaded 4K pattern images; sticked on the side, the patterns looked great, but same issue. The settings didn't change the image.
Now, here you are calibrating via USB, so...is there a particular setting to check, is it the files...?
Curiously, using HD patterns from youtube, the settings worked. Could it be something about using images instead of video?