At the 2020 BAFTAs, EE wanted to use its award-winning network and expansive 5G capabilities to create an exciting, fun and innovative activation that allowed film fans to be part of the action on the BAFTA red carpet.
So we opened the BAFTA red carpet with the world's first 5G-powered augmented reality dress. The one-of-a-kind dress was hand-crafted for EE BAFTA host - Maya Jama and integrated with cutting-edge real-time sensor technology. On the red carpet, the AR dress came to life, thanks to the technology embedded within the gown, it transformed in AR from powder blue to teal, swirling around her in a dramatic fashion.
With real-time tracking, we battled the external factors and used EE's 5G network and game-engine technology to render a stream of AR graphics that were composited back over the dress as she moved, sending a livestream back to the large event screens, online social streams and Samsung Galaxy Fold 5G smartphones, set up along the red carpet, giving live and online audiences a front-row seat to the real-time AR transformation. To let people get in on the AR fun at home, a custom Instagram filter was introduced to let them snap a selfie with a special EE BAFTA lens.
We pushed fashion and 5G to the limits, and created a highly memorable and shareable moment for audiences at the event and for those watching at home. The response to the dress was massive, generating standout press coverage and millions of views across various social platforms.