titled “In our family, nothing is impossible”, the campaign from the official sports material sponsor of the World Cup brings playfulness to the fore in the 32 seconds of video produced using virtual reality. Released last Friday, the 18th, the piece brings, in a kind of 'Messi metaverse', the Argentine's versions of the 2006, 2010, 2014 and 2018 World Cups.
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On Twitter, users noticed the similar strategy of Nike and Adidas in using artificial intelligence and virtual reality in advertising pieces. Some even thought that the content would be a copy, but the fact is that the industry giants are following a trend behind the expansion of web3.0 itself, where appearances like this will become even more common on the internet.
Adidas, finally, released on its YouTube channel this Saturday, the 19th, a making of how the video was produced. Using computer graphics and using body doubles, the play's producers explain how they used artificial intelligence in the recording to generate 'Messi's metaverse'.
The production is part of a series of videos, which began to be released at the beginning of the week before the World Cup, which features sponsored Adidas stars in a “family reunion”, as the German supplier itself narrates.
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In the first video, Lionel Messi, alongside other stars such as Karim Benzema, Achraf Hakimi, Son Heung-min, Jude Bellingham, Pedri and Serge Gnabry, had already been represented through virtual reality.
