We are thrilled to announce Move.ai as the last startup to join our LeStudio programme!
This is terrific news: we are very excited to announce our collaboration with Move.ai, a company that has developed a platform to capture human motion using advanced AI, Computer Vision, Biomechanics and Physics, all from video, ranging from iPhones to cinematic cameras. Move is now the second startup to join our LeStudio programme and we can’t wait to start working with them!
In our fast ever-changing industry, more and more driven by innovation and new technologies, it is impossible not to spot Move's solution. It is perfectly in line with our vision of how the world is currently changing and what technology it needs to evolve in the right direction and capture maximum upside. Let’s not be afraid of the words, Move is the kind of technology that can revolutionize an industry.
How it has started
We first got in contact with Move’s founders, Tino & Ant in January 2020 through JB at the time when he was fully responsible for the UEFA Innovation Hub. This was right before the pandemic and at the time Move was even more early-stage than today, focusing on the officiating side of the game. But the promise of volumetric and avatar tracking was very clear to JB who encouraged them to go through the Open Innovation scheme alongside a specific RFP on football technologies.
The pandemic changed all the plans but from this first meeting Tino, Anthony and JB still share one good memory of Anthony pitching the solution to the wrong organisation…and JB leaving it for the end of the meeting, once we got in the elevator to leave UEFA’s building to explain the difference between FIFA and UEFA. That was an amazing way to start our first discussions! Two years later, we are very excited to be working with them and make that 4D revolution happen within the sports & entertainment industry.
What exactly is Move.ai? and what exactly does 4D do?
In one sentence, Move’s solution can be defined as the future of motion capture. If it has been around for years now, Move provides a solution that revolutionizes the entire process, bringing this practice to new heights.
How? To capture human motion, it was often necessary to use large and costly resources, such as a well-equipped studio, or the use of sensors and uncomfortable suits. With Move, there is no need for all that anymore. The use of a few cameras (from mobile cameras to existing Motion capture installs) is enough to perfectly capture human movements, resulting in significantly democratizing its usage. Of course, the more space you need to cover, the more cameras you need to set up. Once movements are captured, you simply need to convert your recording and start creating your video. This is as simple as that!
Why are we so enthusiastic about it?
In a nutshell, by using Move, you can give free rein to your creativity, develop new innovative projects and fully enter the world of 4D, without spending a huge amount of money.
Just think about all you can do using their technology: recreating athlete's movements means capturing celebrations, technical gestures, and even bigger things such as training sessions or entire games, etc. With the rise of web3 and metaverses, this can be an ideal way to further introduce new media rights and opportunities for right holders to penetrate these new worlds and generate new additional revenue streams. As 4D not only enables deeper and better in-game visualisation, this technology could serve any publishers, betting companies or non-endemic brands to better immerse themselves as well as their end-users within the game. If nowadays most of the live visualization tools are in 2D (sometimes 3D) can you imagine how far better and how more realistic it will be in 4D?
4D enables deeper and better in-game visualisation, that’s a fact. But it also provides a huge amount of new biometric data, that most of the time, is difficult to retrieve. This data is worth its weight in gold and can be used for strategic purposes such as coaching, welfare, and even Fan Engagement if you’d like to bring more to your audience.
How we will collaborate:
It’s easy to understand that capturing human movements in such an easy way is revolutionary and it opens up a new wide range of possibilities. Now it’s time to showcase them and create relevant use cases that both brands and sports organisations will benefit from. At LaSource we are deeply convinced that move’s technology is a game-changer and that’s why will we will put the skin in the game to best support Move’s team in highlighting the huge value of their solution. In the coming months, we will crush the product to get the best out of it, we will make sure to confront it with the realities of the market to position it where it has the most value.
But for now, a warm welcome to Move’s team, Anthony, Tino, Niall and all the others! We can’t wait to get started (well we already activated some things together)