AUGMENTED REALITY BROADCAST - APPLE iPHONE 5G LAUNCH
-
EE / RITA ORA / SAATCHI & SAATCHI
AR Creative Direction / Concept Development / Script Development / Physical Build Development / Character Design Direction
EE wanted to prove that 5G can open up a whole new world to consumers by showing a massive artist over the city of London. 5G embellishes our world with the impossible and that’s exactly what we had to show, while giving a personal moment to one lucky superfan.
Not only did we have to get EE and Saatchi’s buy in on creative execution and our ability to deliver, we also had to get signoff from board level Apple stakeholders before it could go live.
This meant we had to get the system working fully in real time. A 3D scanned model of Rita Ora was optimised and rigged. This was viewed in through the iPhone 5G in AR live on set, with facial capture and motion capture beamed live through 5G from a studio miles away.