July 23, 2019 – INDE has partnered with creative agency 442 Design, and Premier League football club Arsenal, to launch the club’s new Adidas home kit. Arsenal’s flagship shop – The Armoury – re-opened its doors after a rebranding that features an Augmented Reality-powered skills area, where fans can have their skills rated by Arsenal players Mesut Özil, Ainsley Maitland-Niles or Alex Iwobi.
Hosts invite fans to the cage, and hand over an iPad that can choose a member of the first team for the experience. The host then directs the fan to a marked spot on the floor. The selected player then “walks” on screen and encourages the user to show their ball skills. Once the tricks are complete, the player responds with his signature reaction, then gets set for a unique photo opportunity with the fan. The picture – and the entire performance – is automatically captured by the AR system, and can be shared instantly.
The Arsenal players were captured in a special environment in order to have a realistic encounter with them. “One of the characteristics of INDE’s approach to AR content production is to bring together techniques that simplify the process. Since the past year, our BroadcastAR interactive product allows us to mix green screen capture techniques with a videogame approach to link behaviours into our characters,” explained Xava Fragoso, INDE’s CDO.
Alex Alanson, INDE’s COO also commented:“It’s clear that we’re able – through our proprietary technology, content and systems – to offer authentic, high quality and scalable AR experiences. These give fans the ability to interact with their heroes in a way that would otherwise be virtually impossible to deliver. This delivers true fan engagement, which is a key objective of any sponsor (and team)”.
Image credit: INDE