Creative Data > Creative Data

TOKYO 2020 IMMERSIVE TELEPRESENCE - HOLOGRAPHIC REMOTE BADMINTON VIEWING-

DENTSU INC., Tokyo / NIPPON TELEGRAPH AND TELEPHONE CORPORATION / 2022

CampaignCampaignLayout(opens in a new tab)
Case Film
Presentation Image
1 of 0 items

Overview

Credits

OVERVIEW

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.

More Entries from Use of Real-time Data in Creative Data

24 items

Grand Prix Cannes Lions
DATA TIENDA

Data-driven Consumer Product

DATA TIENDA

WECAPITAL, DDB MEXICO

(opens in a new tab)

More Entries from DENTSU INC.

24 items

Grand Prix Cannes Lions
MY JAPAN RAILWAY

Brand & Communications Design

MY JAPAN RAILWAY

JR GROUP, DENTSU INC.

(opens in a new tab)