Manchester City and Etihad Airways have launched a video series that for the first time brings together augmented highlights and match footage in a virtual world.
As part of Etihad’s ‘Beyond Borders’ campaign, the latest content series will offer fans a unique view of Manchester City highlights from the previous season in an extended reality (XR) format combined with key destinations that Etihad is looking to highlight.
The campaign is now live as a partnership across both Manchester City and Etihad Airways’ owned social media channels.
Developed in collaboration with TRICKSHOT, which specialises in varied extended reality (XR) experiences, the content series showcases five individual videos, utilising the latest player tracking data and skeletal tracking technology to monitor and analyse thousands of data points across each iconic highlight from the 2024/25 season.
These actions are then re-enacted by player avatars in virtual world environments that represent Etihad’s new destinations as part of their ‘Beyond Borders’ Campaign.
The video content series combines Omar Marmoush’s Premier League Goal of the Season and İlkay Gündoğan’s overhead kick with Etihad’s home, Abu Dhabi, as well as Etihad’s new destinations across the world including Hanoi, Hong Kong, Krabi and Medan (Sumatra).
On a LinkedIn post, Etihad Airways’ cabin manager Abhinav Bhatia said, “At Etihad, we are poised for the next chapter — a bold redefinition of our brand that honors our rich history while embracing an ambitious future. As we continue along the path of achieving one of the most remarkable airline transformations in history, we are proud to introduce our new brand tagline: ‘Beyond Borders’.”
Bhatia added, “More than just a slogan, Beyond Borders reflects the very essence of who we are — a culture driven by ambition, inspired by our people, and rooted in the dynamic spirit of our extraordinary nation. It embodies the relentless pursuit of possibilities, reminding us that when we dare to go beyond the limits of what is known, we unlock a world of infinite opportunities.”