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Project Details
Project Details
Release: June 2022
Client: Ogilvy / Vodafone
Artist/Performer: Emma Raducanu
Services: Digital Double, Motion Capture, 3D Modeling, Texturing, Rigging, 3D Animation, Cloth & Hair Simulation
Campaign: Vodafone x Wimbledon
Vodafone x Wimbledon: Emma Raducanu - Digital Double & Motion Capture
It was a distinct honor to collaborate with Ogilvy and Vodafone to bring tennis star Emma Raducanu to life as a Digital Double for their iconic Wimbledon campaign. By combining precision Motion Capture with expert 3D Animation, our team supported the vision of a seamless, larger-than-life performance that bridged the gap between the physical and digital courts.
Overview
Welcoming the Vodafone x Wimbledon team into our creative process was a highlight of the season. The project required an end-to-end digital human pipeline to create a stunningly realistic representation of Emma Raducanu for a massive public display at Piccadilly Circus.
Working closely with the creative leads at Ogilvy, we focused on capturing the unique energy and athletic grace of the Artist and Performer. Through an integrated workflow involving Motion Capture and meticulous Character Look Development, we ensured that every serve and "selfie" reflected the authentic personality of the tennis champion, resulting in a captivating visual experience for a global audience.
Project Experience
To achieve the technical precision required for the Vodafone x Wimbledon campaign, we utilized advanced Motion Capture and data ingestion to record authentic tennis maneuvers and candid expressions. Our team refined the pipeline with bespoke timecode synchronization and scene setups that matched the director's reference cameras perfectly, ensuring a high-fidelity foundation for the Digital Double.
It was a privilege to translate the Artist and Performer's natural charisma into the digital realm, focusing on the nuanced 3D Animation of facial expressions. We iterated deeply on eye direction, lid openness, and mouth shapes - such as the specific volume of a pucker or a dimple—to ensure the Vodafone x Wimbledon project captured the true essence of Emma Raducanu's performance.
The final impact of the Vodafone x Wimbledon project was realized through rigorous Simulation and look development, resulting in a breathtakingly realistic visual for the big screen. By meticulously tuning the physics of hair bounce and cloth transparency, we delivered a Digital Double that maintained its integrity and realism even when viewed at the massive scale of Piccadilly Lights.
Mimic’s Contribution
Digital Double & 3D Modeling:
We crafted a bespoke likeness of the Artist and Performer, performing exhaustive ROM checks and deformation passes to ensure the anatomy moved naturally. This included custom sculpting of blendshapes and high-resolution texturing to capture realistic skin tones and micro-details.
Motion Capture & Animation:
Our studio hosted the Motion Capture session to record the core performance, which was then painstakingly retargeted and polished. We focused on the fine details of hand proximity and facial micro-expressions to support the narrative's emotional beats.
Hair & Cloth Simulation:
To enhance the realism of the campaign, we implemented complex hair and cloth simulations. This involved adjusting gravity and bounce to match the high-speed movements of a professional athlete, ensuring the digital kit and groom reacted authentically to every motion.
Project Highlights
Credits
Client:
Ogilvy / Vodafone
Mimic Role
Creative Partner:
Technicolor
Technology Partners
Digital Double
Motion Capture
Rigging
Animation
Simulation
N/A
Platform
N/A
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