UNIT9 x Meta | Rugby World Cup
As Executive Producer at UNIT9, I led a large-scale, multi-platform activation for Meta during the Rugby World Cup 2023 — bringing together animation, immersive tech, and live spectacle to create unforgettable fan moments.
At the heart of the campaign were 20 animated 3D mascots, each designed to represent one of the competing nations. These characters formed the basis of a bespoke Unity application and interactive green screen experience. Fans were invited to choose their favourite mascot, then step into a custom-built booth to perform rugby-inspired movements — catching a ball, celebrating a try, or dancing in victory. Their actions were composited with 3D animation, music, and dynamic text to generate a personalised, shareable highlight reel, instantly optimised for Instagram and Facebook.
In parallel, we developed 11 interactive AR effects for Instagram. These included games like virtual rugby ball tosses, where mascots would respond with real-time reactions and animations — blending playful engagement with Meta's latest AR tech.
For the tournament finale, we produced a bold hologauze projection stunt on a Paris rooftop. The mascots lit up the skyline, interacting with the Eiffel Tower and real-time fan messages pulled from Meta’s apps. The live spectacle was broadcast to the Paris fan village and featured on-air talent from TF1 — blending live event production with cutting-edge visual innovation.
