//The WHAT

Live sports events are electrifying, but even the most enthusiastic fans can only get so close to their heroes. During the FIFA Women’s World Cup™ at stadium Adidas in Sydney, we were tasked with creating an experience that bridged that gap, allowing fans to interact with their favorite players in a way that felt magical and immersive. The challenge was clear: how could we capture the excitement and presence of elite athletes and translate it into a tangible, unforgettable fan experience?

//The HOW

We collaborated with Adidas and the creative team at Not So Normal to develop custom holograms of Matildas stars Mary Fowler and Caitlin Foord, integrating the Official Match Ball OCEAUNZ into a fully immersive stadium experience. The project demanded meticulous planning and precision. With only six weeks to complete production before the tournament kickoff, we organised a dedicated shoot in Sydney with the players, capturing their movements, expressions, and presence in stunning detail. Storyboards and scripts were crafted to ensure the holograms delivered a cohesive fan journey, guiding visitors through different zones in the stadium and creating moments of surprise and delight at every turn.

Once the content was captured, we transformed it into back-lit, life-sized 3D holograms, carefully integrating unique graphic elements to reflect the Australian team’s colors and highlight the players’ athletic abilities. Each hologram unit was over two meters tall, weighing 200 kilograms, and positioned strategically throughout stadium Adidas — including iconic locations like Mrs Macquarie’s Chair — to maximise fan engagement. Installing and activating these units required precision and coordination, but the result was nothing short of spectacular: fans felt as if the athletes were sharing the room with them, interacting with the holographic players and the Official Match Ball in a way that felt real and thrilling.

//The RESULTS

The impact of the holograms was immediate and unforgettable. Fans were captivated, generating buzz and conversation as they engaged with the immersive displays. The experience not only elevated the stadium atmosphere but also demonstrated the potential of holographic technology to enhance live sports engagement, creating moments that were both visually stunning and emotionally impactful. By leveraging cutting-edge hologram techniques, Odenn Studio helped deliver an Australian-first fan experience that merged technology, storytelling, and sport in a seamless, interactive format.

Through this project, we showcased how holographic experiences can transform traditional events, allowing fans to step inside the world of their heroes and experience moments that would otherwise be impossible. The Adidas FIFA Women’s World Cup™ holograms set a new benchmark for immersive fan engagement, highlighting Odenn Studio’s ability to combine creativity, technical expertise, and innovation to craft experiences that truly captivate audiences.