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 experience featuring Real Madrid and Brazil star Marcelo Vieira.
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.
We developed a custom Broadcast AR experience using green-screen footage of Marcelo. As the UI/UX Designer, I focused on:
Host-Driven Flow: Designed a touchpad interface for brand ambassadors to trigger Marcelo’s reactions (praise or critique) in real-time.
Zero-Touch Interaction: Created bold, high-contrast on-screen cues so players could focus on their football tricks without distraction.
Instant Sharing: Engineered a frictionless “one-click” journey from the 30-second performance to a branded, shareable video/photo via QR code.
The Results
Global Tour: Successfully deployed in LA, Milan, Madrid, Berlin, and Paris.
High Engagement: Thousands of fans received personalized feedback and “photos” with Marcelo.
Technical Innovation: Successfully integrated 2D video characters into a live 3D AR environment for maximum realism.
