Creative Data > Creative Data

VISA MASTERS OF MOVEMENT

IMAGINATION, London / VISA / 2023

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Overview

Credits

OVERVIEW

Why is this work relevant for Creative Data?

This experience turned real-time movement data into beautiful works of art in a first-of-a-kind experience. It allowed Visa to connect its movement of money narrative to football in an authentic way, giving fans the opportunity to step onto the pitch and represent their country on the football’s biggest stage.

Visa Masters of Movement used a number of different tech integrations and partnerships to create a completely unique experience for every fan. Combining tracking technology, real time data rendering, and NFT creation to allow fans to create art using their own movement, and

onboarding a whole new audience into the world of NFTs for the first time, positioning Visa as an innovative leader in the future of trade and commerce.

Background

With all eyes on Qatar for the first FIFA World Cup in the Middle East, Visa wanted to use their sponsorship of the tournament to demonstrate that the brand is much more than just a credit card.

Visa’s global campaign around the tournament was ‘For Fans Everywhere’, and the brief was to create an innovative, accessible experience for the FIFA Fan Festival in Doha that enabled participation for all.

Describe the creative idea / data solution

The Visa network enables the seamless movement of money across the world, just like the best football players move on the pitch. Visa Masters of Movement brought this to life through an incredible fusion of football, art and technology.

Visa Masters of Movement was built around a new technology which we collaborated with a number of partners on, that transformed football moves on the pitch into digital art that could be instantly

minted as NFTs.

The first step is to capture the move, with tracking technology that records every action on the pitch, including player movement, ball position, passes, skill moves and goals. The tracking data

then feeds an artwork algorithm, which produces flowing real-time visualisations of the move as it unfolds. Then the goal, or piece of skill is exported as a dynamic digital work of art, ready to be minted as an NFT.

Describe the data driven strategy

The approach for Visa’s activation of the FIFA Fan Festival in Doha, was to give everyone the opportunity to be an artist, as they stepped into the Visa Masters of Movement arena. Fans selected one of the 32 FIFA World Cup nations to represent and were fitted with a tracking device to capture their movement.

The strategy was to turn players’ individual movement data into brushstrokes, so the pitch could become a canvas, and them the brush. Allowing each individual to create a bespoke work of art, that would be minted as an NFT and available to them immediately. To do this, we created a complex series of data exchanges to facilitate the end-to-end experience.

Describe the creative use of data, or how the data enhanced the creative output

After scanning a QR code, registering and selecting which country they wanted to represent, players were fitted with a tracker - supplied by Kinexon - the company that fitted tracking tech in all the official Adidas balls.

Using this tracking technology, all player and ball movement was tracked in real time, fed into a bespoke interpretive algorithm, which converted that movement into brushstrokes of different sizes, shapes and forms, depending on the data set. A rendering pipeline then immediately sent

that output to the LED pitch surface of our arena, with a lag time of less than 0.2 seconds.

The key moment of each game (a 10 second clip of a goal or skill move) was transformed into digital art, minted as an NFT for each player, and sent to their Crypto.com wallet, as well as via email, so they could share a unique, personalised souvenir of their experience.

List the data driven results

Every person who came and played a match at Visa Masters of Movement - of which there were

24,817 - had a unique digital collectible artwork created and sent to them.

The players that opted in - of which there were 12,293 - had an additional animated version generated, but only those who signed up for a Crypto.com account - 3,476 - had their animated artwork minted. This is what is publicly viewable on the site, but isn't reflective of the total

number of digital collectibles created.

What surprised us most, was that a buoyant secondary market emerged on Crypto.com, of people buying and selling the NFTs they had generated at Visa Masters of Movement, some selling for hundreds of dollars, showing there was real value created, as well as many more people on boarded into the world of NFTs.

Other notable data-driven stats:

- A total of 120,000 fans visited Visa Masters of Movement

- A total of 9,546 goals were scored

- 11,935 skill moves were made

- 99% of people who had an interaction with the experience said it made them see Visa as

more than just a credit card.

- The experience generated 957,000,000 impressions

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