{"id":3222,"date":"2026-02-18T13:27:15","date_gmt":"2026-02-18T13:27:15","guid":{"rendered":"https:\/\/martontoth.net\/?page_id=3222"},"modified":"2026-02-18T13:32:40","modified_gmt":"2026-02-18T13:32:40","slug":"adidas-ar","status":"publish","type":"page","link":"https:\/\/martontoth.net\/en\/works\/adidas-ar\/","title":{"rendered":"Adidas AR"},"content":{"rendered":"\t\t
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Adidas Tango League x Marcelo
AR Experience<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tUI\/UX Design<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    2018
    \nIn collaboration with INDESTRY<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    Bringing a football icon to life through interactive Broadcast AR.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    For the 2018 FIFA World Cup<\/b> season, Adidas <\/b>sought to elevate their global Tango League tournaments with a high-energy fan activation. In collaboration with INDE<\/b>, we developed a custom Broadcast AR experience featuring Real Madrid and Brazil star Marcelo Vieira<\/b>.<\/p>

    The activation allowed fans to step onto a virtual pitch and perform tricks for Marcelo. Using green-screen capture and real-time interaction, the experience blurred the line between digital content and reality, touring major global cities including Los Angeles, Milan, Madrid, Berlin, and Paris.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    Most AR experiences at the time relied on 3D animated characters which often lacked the \"human\" soul fans expect from their idols. Adidas wanted a highly realistic encounter.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    We developed a custom Broadcast AR<\/b> experience using green-screen footage of Marcelo. As the UI\/UX Designer<\/b>, I focused on:<\/p>

    • Host-Driven Flow:<\/b> Designed a touchpad interface for brand ambassadors to trigger Marcelo\u2019s reactions (praise or critique) in real-time.<\/p><\/li>

    • Zero-Touch Interaction:<\/b> Created bold, high-contrast on-screen cues so players could focus on their football tricks without distraction.<\/p><\/li>

    • Instant Sharing:<\/b> Engineered a frictionless „one-click” journey from the 30-second performance to a branded, shareable video\/photo via QR code.<\/p><\/li><\/ul>

      The Results<\/b><\/p>

      • Global Tour:<\/b> Successfully deployed in LA, Milan, Madrid, Berlin, and Paris.<\/p><\/li>

      • High Engagement:<\/b> Thousands of fans received personalized feedback and „photos” with Marcelo.<\/p><\/li>

      • Technical Innovation:<\/b> Successfully integrated 2D video characters into a live 3D AR environment for maximum realism.<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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        Adidas Tango League x Marcelo AR Experience UI\/UX Design 2018 In collaboration with INDESTRY Bringing a football icon to life through interactive Broadcast AR. For the 2018 FIFA World Cup season, Adidas sought to elevate their global Tango League tournaments with a high-energy fan activation. In collaboration with INDE, we developed a custom Broadcast AR […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":1142,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"class_list":["post-3222","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/martontoth.net\/en\/wp-json\/wp\/v2\/pages\/3222","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/martontoth.net\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/martontoth.net\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/martontoth.net\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/martontoth.net\/en\/wp-json\/wp\/v2\/comments?post=3222"}],"version-history":[{"count":7,"href":"https:\/\/martontoth.net\/en\/wp-json\/wp\/v2\/pages\/3222\/revisions"}],"predecessor-version":[{"id":3239,"href":"https:\/\/martontoth.net\/en\/wp-json\/wp\/v2\/pages\/3222\/revisions\/3239"}],"up":[{"embeddable":true,"href":"https:\/\/martontoth.net\/en\/wp-json\/wp\/v2\/pages\/1142"}],"wp:attachment":[{"href":"https:\/\/martontoth.net\/en\/wp-json\/wp\/v2\/media?parent=3222"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}