Execs from NBC working out of PGA Tour headquarters are making stellar use of the synergy by working with a creative agency to come up with their next expensive abomination.
The big unveiling came during rain-delayed round one coverage of the 2022 Players. With, warning, more to come in the coming days.
One of the most trusted voices and best broadcasters in sports history was relegated to introducing the “mixed reality” intrusion…
What will these creatives think of next?
THE PLAYERS’ Tiffany & Co. trophy – a three-dimensional depiction of the tournament’s gold swinging man logo -- will hop off his stand and come to life on the broadcast this week. The PGA TOUR, working closely with NBC and creative agency The Famous Group, will become the first golf organization to incorporate mixed reality into its broadcast, as the trophy will digitally appear on the 17th hole.
And judging by the 28 handicapper swing—I say that with full respect for all 28’s—this will not age well.
Mixed reality is the merging of real and virtual worlds, making physical and digital objects co-exist in real time. For THE PLAYERS, the technology will be used to show the trophy taking aim at TPC Sawgrass’ famed Island Green. His shots will be illustrated with a golden trail.
Whew, gave me a scare with golden trail.
And it’s about to get worse:
Honoring the 40th anniversary of the first PLAYERS Championship at TPC Sawgrass, the trophy’s swing is an amalgamation of the action from past PLAYERS champions. Two interstitial moments will be used as part of the transition process between shots on the 17th hole.
They had the execs at interstitial!
On Saturday, the trophy will reimagine Tiger Woods’ “Better than most” putt from his 2001 title (complete with Tiger’s fist pump).
Worst than most!
On Sunday, the trophy will reenact Rickie Fowler’s 2015 tee shot from his playoff win.
R.I.P. Ten Year Exemptions For Players Champions.
“ I think as we head into The PLAYERS every year, we're always looking for the new way we can push technology. It's usually a point in our schedule where we try to stretch the limits,” says Anne Detlefsen, Senior Director, Digital Content, PGA TOUR. “We thought about a way we could not just do it for the sake of throwing mixed reality into our broadcast, but really add some extra layers of storytelling to it.”
No, it seems like you just threw in mixed reality for the sake of it.
And if you want to blame this year’s awful weather, I say pin it on the mixed reality:
Part of what makes mixed reality so impressive is the ability to animate while not changing weather conditions. Whether TPC Sawgrass is sunny and warm or if it is cold and rainy, the trophy will take his swing in the present setting.
Good, stick him out there during one of the weather delays.
While the animation is prerecorded, its merging with the outside world is not.
That seems almost profound. Go on…
The PLAYERS Championship TV broadcast will use two cameras to capture multiple angles of this sequence in real-time. Details down to the reflection of the trophy’s gold exterior matching the existing position of the sun will be evident as this mixed reality comes to life.
Can we be there when it’s put to death? On the 17th hole. By two alligators. That’s some mixed reality we can all embrace.