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.

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