Telecom giant Vodafone has unveiled a 3D Piccadilly Lights activation in partnership with Wimbledon, featuring a digital Emma Raducanu avatar.
The immersive, multi-screen experience created by OOH specialist Ocean Outdoor is the first-ever motion-capture CGI avatar of an athlete to appear solo at the Piccadilly Lights.
The 3D activation will include Raducanu ‘serving’ a ball at the crowd before surveying Piccadilly Circus herself. The sequence ends with the teenage star taking a selfie with her back to the watching public.
Created by Berlin-based studio Mimic Productions, the activation follows on from Ocean Outdoor’s announcement earlier in the week that it had created a dedicated interactive Wimbledon-themed space at Westfield London, with screens showing live matches and highlights from the tournament.
READ MORE: Ocean Outdoor brings Wimbledon pop-up to Westfield London
As a result of its partnership with Emma Raducanu, Vodafone has also created a Wimbledon-themed AR experience on Snapchat featuring the young starlet, where fans can interact with personalised tournament-themed content.
“This summer we set out to help the UK #FeelTheConnection in partnership with some of Britain’s most loved events and using iconic sites like Piccadilly to bring this experience in 3D to life, is a key part of our strategy,” Vodafone UK head of brand, Maria Koutsoudakis said,
“The opportunity to take a quintessentially British brand like Wimbledon, the power of Vodafone’s connectivity with Wimbledon Uncovered in 360, and a British star like Emma to such a recognisable site is a big brand moment and one we’re immensely proud of.”
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