American DJ Marshmello’s striking extended reality performance at the ‘2021 UEFA Champions League Final Opening Ceremony presented by Pepsi‘ was a six-minute show featuring state-of-the-art, immersive technology led by extended reality.
With a limited number of fans in the stadium die to pandemic restrictions, the live performance – also featured Selena Gomez and Khalid – aimed to excite and engage fans watching in the stadium and watching on television from home and marked the first time that extended reality technology had appeared at a major global sporting event.
Sponsor Pepsi worked with IYA Productions and creative director Es Devlin to use VFX, real-time virtual production, 3D camera tracking and game engine technology to create a digitally-led show immediately prior to the kick-off of the all-English UEFA Champions League final between Manchester City and Chelsea in Porto.
The technology also enabled the team to rapidly and smoothly update the setting of the performance to the Estádio do Dragão in Porto following the change in location of the final.
Comment:
The initiative was the live climax of Pepsi’s season-long Champions league activation and brought to life the brand’s commitment to the property in particular and to entertainment in general.
2021 marked the fifth year of Pepsi presenting the Opening Ceremony through a performance which engaged viewers in more than 200 countries.
The show itself followed on from Pepsi’s intriguing opening ceremony tease campaign and its other campaigns within PepsiCo’s 2021 tournament activation included ‘Team Of Champions’, ‘TikTok’s #PepsiChallenge‘, Pepsi Max’s ‘Fizz To Life’ and Lays ‘Apartment Arena’.
Leave a comment
You must be logged in to post a comment.