The Mill wins gold at the Campaign Experience Awards

News April 15, 2021

Respawn Entertainment and The Mill took home the gold in the Brand Experience B2C category for ‘Apex Legends: Live from Mirage’s Holo-Day bash at The Game Awards’ at the 2021 Campaign Experience Awards. The Campaign Experience Awards aim to highlight the best work and teams in the industry.

In 2019, Respawn and The Mill set out to attempt something unprecedented: to bring the beloved Apex Legends character, Mirage, to life in an unimaginable way: on stage, live and ‘in person’ at The Game Awards. This never-before-seen blend between the virtual world and the real world all happened in real-time, and allowed a virtual Mirage to interact with The Game Awards’ host, Geoff Keighley.

Co-directed by David Lawson, Lisha Tan and Creative Director Drew Stauffer, this never-before-seen blend between the virtual world and the real world all happened in real-time. This allowed a virtual Mirage to interact with The Game Awards’ host, Geoff Keighley.The Mill’s Creative Technology team developed a real-time rendered shooting technique through partnership with Cubic Motion and Animatrik. Using Unreal game engine to effectively direct the CG Mirage character, adjusting the character actions, the lighting, and even environmental textures, live. This one-to-one relationship completely blurred the line between what is real and what is virtual.

This ground-breaking, immersive experience, delighted fans of Apex Legends, launching a new era in live entertainment. This monumental undertaking peaked with a total of 49.3 million full streams. On Twitch, The Game Awards delivered 1.3 million peak viewers making it one the largest livestreams of the year.

 

Full coverage of this year’s winners can be found at www.campaignlive.co.uk/campaignexperienceawards

 

To learn more about this collaboration, view our case study here. Get in touch with our Experience Team about an upcoming project here.