AR Sports: A Mixed Reality Football Experience by Publicis Sapient

This project has been selected in the Digital – Interactive Film & Virtual, Augmented or Mixed Reality category in The Annual 2019, CR’s award scheme celebrating the best in commercial creativity

Deutsche Telekom’s installation at the Mobile World Congress in Barcelona allowed visitors to take a virtual penalty against FC Bayern’s Manuel Neuer and watch a football match in mixed reality. Visitors could don a headset to watch a game from various perspectives, and view closeups and slow-motion replays, highlighting the potential of MR.

In a separate experience, they could kick a virtual football into a goal manned by Neuer’s digital avatar. Pre-recorded footage featuring FC Bayern players Javi Martinez and Jerome Boateng provided commentary on visitors’ goal attempts, and if they scored, the net moved to reflect the impact of the virtual ball.

Credits:
Agency: Publicis Sapient. Executive Creative Director: Christian Waitzinger. Art Direction: Stanko Stupar. 3D Direction: Ulf Hyltmark. Creative Technologist: Herbert Baumberger. Creative Concept: Arno Selhorst.

Latest from CR

More from CR

The Monthly Interview: Glenn Kitson

In the first of a new interview series, Anna Higgs talks to Glenn Kitson about combining a career as an ad director with being a ‘meme lord’, and his strategies to stay centred and fresh in a world which can often just want more of the same

Image shows the text-based design on the cover of the book On NFTs by Robert Alice, and a metal hard-case, on a bright blue background. The spread features

What happened to NFTs?

Non-fungible tokens experienced a gold rush a couple of years ago, before mainstream interest waned and the market went into decline. Artist Robert Alice, who has edited an extensive new book on NFTs, talks to us about one of the most elusive, and divisive, web3 developments

Opening Line

Why brand language matters

Opening Line founder Zosia Swidlicka discusses why the world of brand language remains so misunderstood, and how it inspired her to create her new publication Between the Lines

Otherway acquisition

Otherway on being acquired

Following creative agency Otherway’s acquisition by Common Interest, founder Jono Holt discusses what it means for the company’s future and what he’s learned along the way

AI Iain Tait

Laughing with AI

AI is addictive fun for creatives, but without having a seat in the boardroom of its development they risk being exploited by it. Here’s why we need to start reading the T&Cs, says Food co-founder Iain Tait