EA creates life-size Lionel Messi avatar to show off new Fifa 14 features

Hundreds of high-resolution photos and 3D scans of Lionel Messi were mapped over 750 computer generated "bones", rather than the 100 typically used in 3D models, to create a life-size avatar of the Barcelona footballer.

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The ‘Leo’ avatar is hosted on a standalone website and designed to look at you, follow your movements and respond to your touch, and showcase the new features in FIFA 14 including "Pro Instincts" and "Precision Movement".

Brand: Fifa 14

Client: Todd Sitrin, SVP of global marketing at EA Sports

Agency: Wieden + Kennedy Amsterdam

Creatives: Mark Bernath, Eric Quennoy, Mike Farr, Pierre Janneau and Edu Pou

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