Rita Ora stars in AR powered EE iPhone 12 Pro campaign
EE has tapped augmented reality tech for a new campaign starring singer-songwriter Rita Ora and actor Kevin Bacon, promoting the launch of the new Apple iPhone 12 Pro and EE’s Full Works Plan for iPhone.
The viewer is taken to a motion capture set where we see the real Rita Ora saying “This one’s for you. Live over 5G”.
In a studio, the popster is wearing an inertial motion capture suit containing sensors that pick up her hand and body movements, as well as a specially designed headset which tracks her facial movements using the iPhone 12 Pro’s latest capabilities.
Powered by EE 5G, her movement tracking data from the studio is transformed into 3D animations, forming an AR avatar seen on an iPhone 12 Pro in real-time.
Ora kicks off a live performance of Let You Love Me, dancing amongst a model scale of London. The advert cuts between the studio and the aforementioned iPhone 12 Pro, with the illusion of AR avatar Ora performing through London’s iconic skyline in front of her.
The camera then pans to Bacon who says, “Get the new iPhone 12 Pro on the No.1 5G network and be the envy of everyone”.
Pete Jeavons, Marketing Communications Director at BT and EE, comments: “Our latest brand campaign shows the possibilities of the next generation of mobile connectivity available through our award winning 5G network.”
He adds: “This isn’t smoke and mirrors. We’re always looking at new ways to demonstrate the enviable experiences and opportunities available to our customers now – not in five or ten years.”
“We’ve seen AR images layered into our world before, for example Instagram filters or Snapchat lenses, but in this campaign, we showcase the next level of augmented reality which interacts with you.”
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