GLOBAL – November 19, 2013 – Following the launch of www.LIFESIZEMESSI.com, the digital activation for the latest EA Sports campaign, is the TVC spot ‘Messimorphosis’.
An ordinary gamer transforms into the footballing avatar of Lionel Messi in Messimorphosis, which reflects how Human Intelligence and True Player Motion technology make FIFA 14 on Xbox One and PS4 a revolutionary gaming experience.
www.LIFESIZEMESSI.com illustrates this next generation technology by bringing a player from the game to life online, and giving fans of FIFA and football an opportunity to intimately interact with one of the world’s greatest footballers.
Created by Wieden+Kennedy Amsterdam and Resn, LIFESIZEMESSI.COM features a true-to-life Messi avatar – LEO – who is aware of and responds to users. LEO knows you’re there – he looks at you, he follows your movements, he responds to your touch. He is like a real man just beyond your screen – intelligent, responsive, alive.
"We wanted to do something that felt as new and as realistic as FIFA14 on the next generation of consoles,” said Andrew Allen, Wieden+Kennedy Amsterdam Director of Interactive Production. “The trends of flat design, sparse content and plenty of white space didn’t seem to cut it. We wanted to show, not tell, people how exciting the new game is and the best way we could think to do this was a with hyper-realistic, life-size, 3D version of the new avatar – big, bold and soulful in your web browser.”
In ‘Messimorphosis’, the gamer begins in an average looking lounge. The transformation begins when he picks up his controller: his skin gives way to reveal a layer of CGI skin, and he lifts his shirt to see a six-pack popping out one muscle at a time. Even the bone structure of his face changes, his features becoming more and more like Messi’s.
The lounge’s shag pile carpet gives way to grass, and the gamer’s cotton t-shirt is replaced by the synthetics of a CGI Barcelona shirt. Messi’s football boots emerge from the gamer’s bare feet, stretching around the contours of his body.
To complete the transformation, he gives his head a little shake and with that it shrinks and darkens to match Messi’s.
Having transformed into the ultimate gaming experience, the avatar throws his controller to the floor to see it balloon into an Adidas match ball. He takes it in his stride and charges on to the greatest field FIFA’s ever seen.
It just got real.
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EA SPORTSâ„¢ FIFA14 ‘IT JUST GOT REAL’ CAMPAIGN CREDITS
