Three UK yesterday unveiled the world’s first holographic 5G ad , to celebrate its high speed 5G Broadband. In collaboration with some of the UK’s hottest new talent – whose careers have been shaped by the internet – the event brings to life the impact of Three’s ‘real 5G’*, as well as the possibilities of advertising and entertainment together.
The electrifying original content takes four internet stars and turns them into supercharged CGI avatars. The holographic show demonstrates the revolutionary change that 5G will have through a series of metaphors. London music sensation, RAYE is seen DJing at heightened speeds; internet gaming star Vikkstar battles buffering symbols; whilst football freestylers Liv Cooke and Andrew Henderson showcase quick footwork, all to signify 5G’s heightened speeds.
RAYE, music artist, said: “When I create music, I want it to be something that’s electric, new and gets people excited. I want to work on things and create sounds that have never been heard or done before and that’s why I was drawn to this project. Being part of a 5G world first with Three powered by my music is insanely cool and it’s not every day you can say you’ve mixed the sound of the future.”
The ground-breaking holographic 5G ad appears from a live house installation on London’s South Bank and will be available to see until 22:00 on Saturday 28th September.
The holographic 5G ad was conceived by Three and Gravity Road, and created by volumetric and 3D capture studio, Dimension. Media planning to promote the experience is being managed by Mindshare and PR support from PrettyGreen.
Chase Armitage directed the holographic 5G ad, who is renowned for capturing ‘superhuman’ movements and has over ten years of experience shooting and editing, with over 100 productions and over 40 million views to date.
Part of Three’s wider marketing strategy for 5G, the holographic experience builds upon its recent Phones are Good brand campaign, as well as the supercharged 5G ‘living room of the future’ experience, in collaboration with designer Henry Holland, currently at Three’s flagship store on London’s Oxford Street.
Shadi Halliwell, Chief Marketing Officer at Three, said: “Three 5G Broadband is revolutionising the way we game, stream and live our lives. Working with some of the UK’s hottest new talent – whose careers are powered by the internet – has helped us create a ground-breaking holographic experience today, giving Londoners a glimpse of the new 5G world. At Three, we are building the UK’s fastest 5G network and are committed to delivering a ‘real 5G experience’ for our customers.”
Chase Armitage, Director of holographic 5G ad, said: “When I’m filming, I want people to feel every move. For me a good film is not just telling a story, it’s about taking the viewers on a journey. It’s always exciting to try new technologies and techniques, and 5G is once again pushing the boundaries of what is possible in content creation. This was a great project to be a part of and makes me incredibly excited about what is possible in the future, essentially becoming a more and more immersive experience.”
The public can view the trailblazing content from today until Saturday 28 September between 19:30-22:00, at Southbank, 58–72 Upper Ground, Gabriel’s Wharf, London SE1. Content from the immersive experience can also be viewed on Three’s social channels on Instagram, Twitter and Facebook.
For more info about Three’s 5G Broadband visit www.three.co.uk/store/broadband
