EA Games APB Human Avatar

Groundbreaking campaign to launch EA’s multiplayer shooter, All Points Bulletin.

From the creators of Grand Theft Auto, APB is an online multiplayer first person shooter. Boasting a powerful customisation engine, gamers were able to create their own avatar from scratch with incredible detail.

Inspired by this customisation engine, we created a world first by taking a real person and transforming him into a game character. Haircut, piercing, tattoo, clothing; the works. All done for real, and all voted for by the online community. Films of each stage of the real world transformation were posted online as they happened, along with photos and constant updates from the Avatar’s twitter profile. The final stage was to release The Human Avatar into the game, closing the loop on the campaign.

Produced: Teaser Film / 6 x Transformation Films / Microsite / Live Twitter Feed / Flickr Integration / OLA