Earlier this year disguise and Snapchat teamed up to create a never-before-seen augmented reality experience for fans of the Los Angeles Rams football team as part of a brand activation for Princess Cruises.
Featuring the largest graphics control system in the history of sporting events with 80 million pixels, 2.2. million pounds and 70,000 square feet of digital LED, the augmented reality experience allows audience members to see the SoFi Stadium field virtually transform into the Pacific Ocean during one of the game’s media breaks. Three Rams players then race on surfboards through a dynamic course incorporating jet skis, dolphins, a whale and more.
The experience leads to a gripping showdown where a sole victor emerges, riding a monumental wave atop the majestic Princess Line Cruise ship. This draws awareness to the brand while capturing the attention of all fans at the game. The campaign successfully launched on Sunday the 17th September at the Rams game against the 49ers, and the activation will play during all Rams home games this football season.
The virtual content is created in Snap’s Lens Studio by the Meptik virtual art department and played on the SoFi Stadium Infinity Screen – a dual-sided, centre-hung videoboard and the first and only 4K end-to-end video board in sports.
Thanks to disguise RenderStream, Meptik’s technical team was able to integrate the AR content with the in-stadium cameras as well as its 70,000-square-foot Infinity Screen, making it play with pixel-perfect accuracy to create an all-encompassing visual experience.
Meptik, disguise’s creative and technical division, oversaw the AR content creation and technical integration services for the project. From building a 3D replica of a Princess Cruises ship to creating and animating the virtual LA Rams players, the team at Meptik delivered a captivating experience for audiences.
“AR offers highly impactful, immersive ways to enhance real-life experiences, and we’re thrilled to partner with disguise and showcase just that in our first-ever activation together,” adds Konstantinos Papamiltiadis (KP), VP of Platform Partnerships at Snap Inc. “By leveraging disguise’s technology, Meptik’s creative and integration services, and Snap AR, we’re able to expand our capabilities to bring to life the wonders of Princess Cruises and offer truly innovative experiences to fans at all Rams home games this season.”
Meanwhile, Sarah Schuler, Los Angeles Rams VP of Game Presentation and Experiential Marketing says: “Gamedays at The Rams House are filled with can’t miss moments, on the field, in the stands, and on our screens. Leveraging the incredible canvas that is SoFi Stadium, we look to push innovation with brands and best-in-class technology partners. We look forward to seeing this surprise and delight fans.”
Since opening, the experience has generated a high amount of media interest, and is being featured in articles from Adweek to SportsPro, who applaud the creativity, scale and innovation of this unique experience.
Partners
LA Rams, Snapchat, Princess Cruises, MEPTIK