Globe worked with platinum-selling artist Liam Payne and network provider EE to create a world-first, real-time augmented reality (AR) mobile experience.
Ahead of his spectacular EE BAFTA opening performance on Sunday 11th April, Liam was beamed to fans across the UK via live AR app “The Round”, where they got an exclusive look at his 3D avatar in action. Liam’s body, facial movements, and live audio data were instantly transformed into 3D animations to create the immersive performance. The avatar then joined real-life Liam on the BBC One BAFTA stage to open the show.
As part of the campaign, Liam went on Instagram live to answer questions from his fans about the collaboration, which saw huge fan engagement with over 111K people tuning in to listen. The campaign received over 237 pieces of coverage across national, consumer and trade titles. The Round’ app also hit #6 on the entertainment app charts following the likes of TikTok, Disney, and Netflix.
Check out the behind-the-scenes content on how Liam’s avatar was made here.