Creative Data > Creative Data
DENTSU INC., Tokyo / NIPPON TELEGRAPH AND TELEPHONE CORPORATION / 2022
Overview
Credits
Why is this work relevant for Creative Data?
NTT fused its newest technology and sports video data to offer Tokyo 2020 badminton spectators unable to be at the sporting venue a highly realistic, innovative viewing style.
Background
NTT collaborated with the TOKYO 2020 Organising Committee to create an ultra-real, innovative spectating style for the badminton competition.
Describe the creative idea / data solution
NTT endeavored to leverage ultra-high presence communication technology to convey realism and unity, affording spectators unable to attend the badminton competition a sense of being on-site with the athletes.
Describe the data driven strategy
Images of the athletes and shuttlecocks are extracted from 8K video taken on-site, transmitted using high-speed communications, and projected as holographic images on a full-scale remote pseudo-court.
Athletes and shuttlecocks in dynamic movement could be singled out for extraction without major background restrictions often imposed by chroma keying and other techniques.
Describe the creative use of data, or how the data enhanced the creative output
The technology enabled stable, finely differentiated transmission of images, even the occasionally overlapping figures of athletes in constant motion and the contours of small and rapidly moving shuttlecocks, which are so difficult to capture.
List the data driven results
The project successfully created a shared presence, stirring emotions in a way not possible in TV broadcasts.
The results were praised by Olympic and Paralympic athletes and affiliated parties
and were broadly covered by overseas media outlets such as NBCU, the Wall Street Journal, and Bloomberg, representing an advertising cost conversion of 420 million yen (US$3.4 million).
Application of this technology transcends sporting events, with potential for usage in the performing arts and other areas.
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