London,
02
February
2020
|
21:22
Europe/London

EE REDEFINES RED CARPET FASHION AT THE EE BAFTAs WITH MAYA JAMA WEARING THE WORLD'S FIRST 5G-POWERED AUGMENTED REALITY DRESS

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EE AR activation highlights 60 1x1 SUBS

  • EE opened the 2020 BAFTA Film Awards red carpet with a breath-taking live debut of the world’s first 5G-powered AR dress
  • Over 1.2 million fans tuned in to EE’s live stream to watch presenter Maya Jama the walk the red carpet wearing the pioneering gown
  • Maya Jama chatted with stars of the big screen including Robert De Niro, John Boyega and Daniel Kaluuya
  • Watch highlights from the moment Maya Jama’s revealed the world’s first 5G powered AR dress here
  • Designed by multi-disciplinary artist Richard Malone, the red carpet dress was made from ethically sourced fabric including recycled ocean waste

Monday 3rd February 2020, London: EE made history on the EE British Academy Film Awards red carpet, blurring the lines between physical and digital fashion to reveal the world’s first 5G-powered AR dress. The showstopping gown, designed by multi-disciplinary artist, Richard Malone, was worn by EE’s red carpet presenter Maya Jama.

Film fans at the Royal Albert Hall watched in awe through Samsung Galaxy Fold 5G smartphones and on screens at the top of the red carpet as the AR dress began to come to life as Maya stepped onto the EE stage. Watching the spectacle live through this state-of-the-art smartphone connected to EE’s 5G network, fans could see lengths of shimmering digital material begin to swirl around the dress.

The jaw dropping 5G powered show continued with the digital fabric forming sculptures to either side of Maya. Responding to Maya’s movements in real time, the animated material wrapped around her to form a completely new design for the top half of her dress. The designs continued to evolve with more and more of the digital fabric flowing from detailing around her shoulders, before billowing out around her to form a spiral of this cutting-edge digital fabric.

In a breath-taking finale, the spiral of material began to change form, transforming from its material state, into a stunning crystallised structure, glimmering in the spotlights on the red carpet before shattering and falling away from Maya to reveal the physical dress underneath this extraordinary display of augmented reality.

The unmissable moment was only made possible through the power of 5G, which meant all the complex computing involved in delivering this next-level AR experience was delivered seamlessly to onlookers, on the Royal Albert Hall screens, 5G devices.

After the theatrical AR performance, EE’s red carpet host Maya Jama invited stars of the silver screen including EE Rising Star winner Micheal Ward and EE Rising Star Nominee Kaitlyn Dever to try some of the magic of AR for themselves, by posing for a selfie and testing out the brand-new bespoke EE BAFTA Lashes Instagram Lens.

It took a team of 20 over 2,000 hours to perfect, using a combination of technologies and techniques to bring the dress to life, including Hollywood-level motion capture sensing, high-end real time gaming technology and the latest form of ultra-low latency video streaming, which allowed EE’s 5G network to deliver the augmented experience to fans in real time.

The physical couture dress designed by Richard Malone was made from ethically sourced fabric including recycled, regenerative ocean waste, recycled wool and wadding from ex-factory waste – was hand sewn with over 100,000 stitches and took over 250 hours to complete. Made up of six layers in total, the bespoke dress contained over twelve full body length wires, totalling over 18 metres in length, and eighteen sensor bulbs.

Pete Jeavons, Director of Marketing Communications at EE added: “This year we opened the BAFTA Film Awards red carpet for the very first time and what an opening it was. Collaborating with the most creative minds in fashion and technology, we’ve delivered a world first that truly showed the extent of what is possible with 5G. This live augmented reality experience required mind-blowing amounts computing power, connecting and streaming live over our 5G network to deliver the cinema quality animations in time with Maya’s movements, and is such an exciting showcase of how we can blend of our physical and digital worlds.”

Maya Jama, EE’s red carpet host, said:Yesterday was a total whirlwind and I still can’t believe I opened the EE BAFTA red carpet wearing a 5G powered AR dress! It was amazing to be part of something this big that’s been months in the making and that genuinely pushes the boundaries of fashion and technology.”

EE has been a long-standing partner of BAFTAs Film Awards for the past 23 years, working with BAFTA to bring film fans closer to the awards through the magic of technology. Since the partnership began, EE has not only worked with BAFTA to introduce the EE Rising Star Award but also used its award-winning network to create new and exciting opportunities for film fans to be part of the action on the red carpet.

For more information on EE’s partnership with BAFTA visit ee.co.uk/bafta.

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For more information, please contact M&C Saatchi Public Relations on eebafta@mcsaatchi.com

Notes to editors

The MP4 file of the highlights edit, capturing the moment Maya Jama revealed the world’s first 5G powered AR dress, can be downloaded here

About EE

EE, part of BT Group, is the largest and most advanced mobile communications company in the UK, delivering mobile and fixed communications services to consumers.

EE runs the UK's biggest and fastest mobile network, having pioneered the UK's first superfast 4G mobile service in October 2012 and was the first European operator to surpass 14 million 4G customers in December 2015. EE has more than 550 shops across the UK. EE's 4G coverage extends to more than 86% of the UK’s landmass (equal to more than 99% of the UK population) and EE has an ambition to extend 4G to 95% UK geographic coverage by 2020.

EE has received extensive independent recognition, including being ranked the UK's best overall network by RootMetrics®; Best Network at the 2015, 2016 and 2017 Mobile News Awards; Best Consumer Network at the 2015, 2016 and 2017 Mobile Industry Awards; as well as Fastest Network and Best Network Coverage at the 2017 uSwitch Mobile Awards.

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About BAFTA

The British Academy of Film and Television Arts (BAFTA) is a world-leading independent arts charity that brings the very best work in film, games and television to public attention and supports the growth of creative talent in the UK and internationally. Through its Awards ceremonies and year-round programme of learning events and initiatives – which includes workshops, masterclasses, scholarships, lectures and mentoring schemes in the UK, USA and Asia – BAFTA identifies and celebrates excellence, discovers, inspires and nurtures new talent, and enables learning and creative collaboration. For advice and inspiration from the best creative minds in working in film, games and television, visit www.bafta.org/guru. For more, visit www.bafta.org.