fbpx
SheCreative Network
Archived

It just got real: Transform into Lionel Messi in ‘Messimorphosis’ spot

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.

 

              

Sponsor

 

EA SPORTSâ„¢ FIFA14 ‘IT JUST GOT REAL’ CAMPAIGN CREDITS

 

 

ELECTRONIC ARTS

 

SVP Global Marketing

Todd Sitrin 

VP, Global Marketing 

Jamie McKinlay

International Marketing Director

Oliver Hughes

Global Senior Product Marketing Manager

Matt McKie

 

Senior Director Advertising & Media

Dana Marineau

Senior Manager, Advertising & Media

Mark Evans

Director, Advertising

Dustin Shekell

 

 

WIEDEN+KENNEDY AMSTERDAM

 

Executive Creative Director

Mark Bernath, Eric Quennoy

Creative Director

Mike Farr, Pierre Janneau

Interactive Creative Director 

Edu Pou

Art Director

Ignasi Tudela Calafell

Copywriter

David Smith

Head of Broadcast Production

Erik Verheijen

Director of Interactive Production 

Andrew Allen

Broadcast Producer

Jaime Tan

Interactive Producer

Arnaud Ronquillo

Planner

Ben Armistead

Group Account Director

Kirk Johnsen

Account Director

Nick Campion

Account Manager

Kerstin Hagg

Project Manager

Janna Harrington

Business Affairs

Justine Young

 

 

INTERACTIVE PRODUCTION

 

PRODUCTION COMPANY

Resn

Interactive 3D Animation & Texturing

Resn

Audio

Resn

3D Modelling & Maya Animation

Assembly

 

 

FILM PRODUCTION

 

PRODUCTION COMPANY

STINK

Director

Tomek Baginski

Director of Photography

Stoeps Langensteiner

Producer

Andrew Porteous

Executive Producer

Edward Grann

 

 

EDITING COMPANY

THE WHITEHOUSE

Editor

Adam Marshall

Edit Assistant

Stephen Dunne

 

 

AUDIO POST

GRAND CENTRAL RECORDING STUDIOS

Sound Designer/Mixer

Raja Sehgal

 

 

MUSIC

 

Artist / Title

Guy Amitai/ “Messimorphosis”

Music Company

Pivot Audio

 

 

POST PRODUCTION

MPC AMSTERDAM

VFX Supervisor

Franck Lambertz

CG Supervisor

Carsten Keller

Telecine

MPC via remote

Colourist

Partner with adobo Magazine

Related Articles

Back to top button