Lionel Messi today becomes the world’s first true-to-life, living avatar. Bringing to life a player from the most realistic football game ever, EA SPORTS™ FIFA 14 on the new Xbox One and PlayStation 4, LIFESIZEMESSI.COM is an internet phenomenon that gives fans of FIFA and football across the globe the unique opportunity to intimately interact with one of the world’s greatest footballers.
Created by Wieden+Kennedy Amsterdam and Resn, LIFESIZEMESSI.COM features a true-to-life Messi avatar - LEO - who is aware of and responds to users. LEO knows you’re there - he looks at you, he follows your movements, he responds to your touch. He is like a real man just beyond your screen – intelligent, responsive, alive.
The avatar was created from hundreds of high-resolution photos of the real Messi and EA SPORTS 3D scans, which were then projection mapped over 750 ‘bones’ to mimic and reflect human actions, compared to the typical 100 used for most 3D models. These bones, along with a variety of subtle animations blended together through Artificial Intelligence mean that LEO’s actions change based on how you treat him. This brings a hyper-sense of human realism and aliveness to the experience.
Avatar LEO was conceived in Maya, but bringing him to life in a browser environment called for a custom-built 3D pipeline that was able to handle 3D models and animations of unparalleled scale and detail for playback in Adobe Flash. Until now, interacting with a life-size man has never been possible – and that man is the world’s greatest player and football avatar, no less.