Tom Brady ad highlights Israeli-developed video tech
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Tom Brady ad highlights Israeli-developed video tech

Replay Technologies' 360-degree imaging format will be used in upcoming Super Bowl broadcast

Luke Tress is a video journalist and tech reporter for the Times of Israel

A recent ad by tech giant Intel starring New England Patriots quarterback Tom Brady highlights video technology developed by Israel’s Replay Technologies that will be used by FOX Sports in its upcoming Super Bowl broadcast.

Intel’s “Be the Player” technology will provide viewers with 360-degree replays of key moments in the game.

Using the tagline “Intel 360 Replay makes anything look epic,” the commercial features triumphal music and dramatic views of Tom Brady getting out of bed, brushing his teeth and eating a dropped pancake off of the floor.

The “freeD” system developed by Replay allows broadcasters to freeze video, rotate the angle of view and zoom in on the action. It has been used in other sporting events, including NBA and Olympics games.

For the Super Bowl, 38 cameras were installed throughout the stadium for the 360-degree reconstructions. Each clip will be around 15-30 seconds long and is around one terabyte of data.

The technology was developed by Replay Technologies, founded in Israel in 2011. Replay specializes in seamless 3D video rendering, allowing a viewer to see a scene from any angle as it would be seen live.

Replay’s “freeD” video format, according to the company, uses algorithms that are able to create 3D-pixels of the entire surface area of a scene to build the scene in real time, based on the 2D image, taking into consideration distance, lighting, exposure, objects in the image, and other criteria. The result is an image that effectively mimics a hologram, allowing it to be viewed in a single scene from any angle.

The company began working with Intel in 2013, and was acquired by the American company last year. Terms of the sale were not disclosed, but reports in the Israeli media pegged it at $170 million.

Super Bowl LI will take place on Sunday, February 5, at NRG Stadium in Houston, Texas.

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