The Mill and EA (Electronic Arts) joined forces to develop an immersive and lifelike virtual representation of the renowned footballer Erling Haaland. This collaboration resulted in the creation of a realtime virtual character that accurately portrayed Haaland.
Additionally, in partnership with Uncommon, we created an engaging activation that brought the virtual character to life, interacting in real-time with the audience.
A selected group of guests, during the exclusive pre-launch private event for EA FC 24 in Amsterdam, held on the 13th and 14th of July in 2023, was able to engage and interact with Haaland’s real-time character.