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EE - BAFTA 2021
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A World First Augmented Reality BAFTA Opening

Our challenge was to get film fans in the UK to believe that EE is the undisputed #1 network and is ‘always a step ahead’ by creating a digital-first experience that brings to life the magic of the network and 5G through the BAFTA partnership.

Working with global superstar, Liam Payne, we created a world-first, real-time augmented reality music performance that fans could unlock through their mobile phones using the live performance AR app ‘The Round’, all made possible with EE’s 5G network.

The mobile experience allowed consumers to watch Liam Payne perform live in their living rooms or on-the-go exclusively before he opened the EE BAFTA ceremony on BBC One - where he performed on stage alongside his avatar which was beamed as a hologram using state of the art holographic technology, powered by 5G.

On the night Liam’s body and facial motion capture movements, as well as live audio data, were transformed in real-time for the first time ever to create an immersive AR experience. After the live performance fans could get closer to the artist than ever before and pose next to AR Liam for a photo.