Case Study:

Live 3D Transmissions for Six Nations Rugby for O2


The Brief

A IS approached Inition for an ideas to bring Six Nations Rugby matches to a wider audience and promote O2’s sponsorship of the event.


Using the latest 3D camera technology, the matches were captured from seven camera positions providing a comprehensive view of the game which included replays, match statistics and on-screen graphics. Inition worked with outside broadcast experts SIS Live and used 3D ‘Quasar’ rigs from Element Technica for the shoot. Broadcast graphics specialists Wurmsers creating bespoke stereoscopic graphics for the game.

The BBC is the UK TV rights holder for the 6 Nations – played between England, Scotland, Wales, Ireland, France and Italy – and assisted Inition in the broadcast. Inition has worked on a number of 3D productions from football and ice hockey to track and music events. Inition were also the 3D experts behind the 3D transmissions of England’s clash with Scotland at Murrayfield, in 2008, as part of a 3D test for the BBC.


Forty Odeon and Cineworld cinemas screened the matches, beginning with England’s official centenary game, against Wales on February 6, as part of a deal with O2, the England sponsor. This became the largest ever UK sports event to be broadcast live in 3D. The match against Ireland on February 27 was also screened live in 3-D. All cinemas were sold out.

Read TVB Europe’s inside story on the project here

Read about the GOLD award we received for this project as winners of the Internationalist Awards for Innovation in Media here