To celebrate the launch of the Apple iPhone 12 Pro, the phone network have linked up with its star Kevin Bacon and singer Rita, who performs her hit song 'Let You Love Me' as a larger-than-life augmented reality avatar with London’s famous skyline as the stage.
Rita said: "It’s so exciting to see what is possible with EE’s next-generation technology. It was a lot of fun being part of something which really pushed the boundaries of live performance. Registering the movements of my hands, body and face, was cool, but seeing myself as an AR avatar, dancing around live, totally blew my mind. My first-ever 5G-powered AR performance was so incredible, and it looks phenomenal!”
Whilst Pete Jeavons, Marketing Communications Director at BT and EE, added: "Our latest brand campaign shows the possibilities of the next generation of mobile connectivity available through our award winning 5G network. The end-to-end AR experience, filmed live and for real, harnessed the power of the latest iPhone 12 Pro on EE 5G to create a truly captivating performance of the one-and-only Rita Ora. This isn’t smoke and mirrors. We’re always looking at new ways to demonstrate the enviable experiences and opportunities available to our customers now – not in five or ten years.
"We’ve seen AR images layered into our world before, for example Instagram filters or Snapchat lenses, but in this campaign, we showcase the next level of augmented reality which interacts with you. Accelerated through the speed and reliability of our 5G network, not only can this AR move around the things in your world, but, like we’ve shown in a real-time and real-life scenario, characters can engage with you or even hold a conversation."