emma Raducanu Delivers Hologram Coaching Session
Vodafone has unveiled a new campaign demonstrating how its 5G technology can impact tennis coaching.
In a new campaign developed and executed by London-based agency WING new hologram technology powered by Vodafone’s 5G network has created the first-ever 5G holographic coaching session.
The event saw 20-year-old British tennis player Emma Raducanu deliver a coaching session to two young grassroots tennis players – despite them being 4,370 miles apart.
Emma appeared as a live 3D hologram in London captured from her training camp in Abu Dhabi and worked with young players Sam Clague (14) and T’nae Diamond Paisley (12).
Directed by Will Ingham and produced by Owen Cox, 4000 Mile Holo5Gram Coach is a continuation of Vodafone’s 8000 Mile Auto5Graph from July 2021 which featured the British and Irish Lions.
4000 Mile Holo5Gram relies upon the latest camera technology sending live 4K HDR video from Abu Dhabi across superfast, low latency Vodafone 5G to ultra high lumen dual 4k laser projectors in Wimbledon over 4000 miles away.
The feed was then projected onto a 14m x 10m high definition hologauze, allowing the lesson to be delivered live and in real time over Vodafone’s 5G network. Superfast 5G and innovative 3D holographic technology meant that despite the huge distance there was no delay between Emma delivering the lesson in Abu Dhabi and her 5G hologram on court at the AELTC Community Tennis Centre in London.
Will Ingham, WING Founder and Creative Director, said, “These kinds of projects really allow us to push boundaries and create unique world first moments by fusing the worlds of technology and creativity, bringing to life ‘real life’ showcases that have true meaning to fans and the world of sport. It’s an unusual conundrum to work up a moonshot idea and then reverse engineer it into the realm of the possible but also a very cool way of approaching a brand campaign. Enabling a remote coaching session in such a unique way was a huge challenge across all of the agency but one that we really relished.”
Sam and T’nae are both competing in Vodafone Play Your Way to Wimbledon, the UK’s largest individual mass participation tennis competition which provides players with the opportunity to compete on the world-famous grass courts at Wimbledon.
Vodafone is also the official connectivity partner to Wimbledon and The All England Lawn Tennis Club.
