Playlist
Bringing EA's Latest IP to Life, Live
The Brief
EA wanted to create an Augmented Reality piece for the announcement of Anthem, their next major AAA title, at the 2018 EA Play Conference.
The Answer
Mill+ brought Anthem to gamers by breaking the game out of the screen and blowing sh*t up. The team set out to craft an AR live stage activation for the EA Play press conference at the Hollywood Palladium. The epic live show featured a battle between the Javelins and, yet to be publicly revealed, Golem; a 50-foot-tall elemental rock monster that shoots fire from his fists. The team crafted a fight scene that spilled out from the Anthem world onto the stage of the Palladium and soared over the audience.
The Outcome
A Live AR battle streamed by millions on Youtube and Twitch and cinematic scene for Times Square OOH Billboard.
The battle was built in Unreal with game assets provided by EA developer, Bioware. To bring the scene to life, Mill+ also teamed up with real-time camera tracking company SolidTrack to achieve live compositing and recording at the event.
Anthem Full03
Additionally, Mill+ transformed the battle into out of home advertising for a Times Square billboard by using the original AR project to direct and finish a new cinematic piece.
Anthem Full07