INDE’S AR TECHNOLOGY FEATURED AT ADIDAS TANGO LEAGUE EVENTS WORLDWIDE
A custom large-screen Augmented Reality experience developed by INDE allowed Tango League participants to impress – or alternatively, disappoint – Brazil and Real Madrid football star Marcelo Vieira with their football tricks, bringing him to life at multiple locations worldwide.
The first Tango League event featuring this one-of-a-kind BroadcastAR Augmented Reality installation was launched in Los Angeles on June 12, and was followed by events in Milan, Madrid, Berlin and Paris, around the kickoff of the 2018 FIFA World Cup which is taking place in Russia from 14 June to 15 July, 2018.
Players stepped in front of a giant AR screen where they were challenged by Marcelo to show him something impressive within a given time limit. Once their tricks were complete, Marcelo expressed his opinion – by either giving a thumbs up, or with a clear sign of “this could have been better” –, after which he posed for a photo with the player. The picture of the freestylers and Marcelo, along with a video of the entire performance, were automatically captured by the AR system, so they could easily be shared online with just one click.
What makes this fully immersive, live AR experience particularly unique is that the INDE team needed to incorporate a 2D character into a setting that usually operates with 3D animated characters. To offer participants a highly realistic encounter with Marcelo, it was the actual football star that they got up-close and personal with in Augmented Reality. Marcelo’s movements were captured in a green screen environment, and the different scenes were seamlessly blended together to achieve a continuous flow.
“This is ground-breaking work with a massive global brand and a sporting superstar. This kind of project inevitably has its challenges, but INDE’s team has delivered a stunning solution on time and on budget. INDE’s ability to operate at this level – from a quality and operational perspective – shows how effective our market-leading technology is, and is evidenced by the roll out of this campaign worldwide,” said Alex Alanson, INDE’s COO.
Watch this video to learn more about how the AR experience was created, and how it works:
As an increasing number of institutions and companies in entertainment are looking at innovative ways to provide unforgettable experiences to their audiences, Augmented Reality has become one of the most sought-after technologies today.
UK company INDE has already put life-sized digital dinosaurs, whales and jaguars into museums, zoos, theme parks and shopping centres worldwide.
Learn more about INDE’s large-screen and mobile Augmented Reality experiences here.
INDE creates products and experiences that inspire, entertain, inform and educate using Augmented Reality and Computer Vision. Since 2011 the company has developed location-based and mobile products and experiences in over 40 countries for the world’s leading entertainment and education brands. Companies and institutions such as National Geographic, BBC, Universal, 20th Century Fox, WWF and numerous others have chosen INDE to reimagine how they speak to the world.
Under the banner of Experience Engineering, INDE’s products and experiences endeavour to create deeper, more engaging interaction and integration between people and three dimensional digital content.
INDE currently operates offices in the United Kingdom, Hong Kong, Budapest and Los Angeles.
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