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.

Using the background of Etihad Stadium, the home of Manchester City, we unveiled a full-sized real-time avatar of Erling Haaland that could interact with guests. Erling Haaland himself was present at the event and had the opportunity to interact with his virtual counterpart. His astonishment was evident as he exclaimed, “He looks just like me!”

In addition, we developed a Touch Screen Experience for guests to delve into the exciting new Playstyle feature integrated into the EA FC 24 game.