NY Digital Awards -  Gold

2025

Future Athlete

Entrant Company

Tata Consultancy Services

Category

Strategy & Marketing - Augmented Reality

Client's Name

Country / Region

United States

What if you could see inside your heart – watch it adapt, recover, and respond to every mile, every breath, every moment of exertion? That’s the bold promise behind the Future Athlete Project from Tata Consultancy Services (TCS), launched at the 2024 TCS New York City Marathon. This landmark initiative unveiled the power of digital twin technology to help runners – and eventually anyone – understand and optimize how their bodies perform in the digital world under real-world conditions.



At the heart of the experience are dynamic 3D models, or digital twins, of runners’ hearts – created using over 40 data sources including MRI scans, ECG readings, and wearable sensors. By integrating AI and machine learning, these twins could simulate how an individual heart responds to stress, recovery, and external factors like temperature or altitude. They can even predict how rest, fatigue, or nutrition affect performance.



The launch events drew thousands of visitors, including runners, journalists, and business executives. Immersive visual storytelling and hands-on demos brought the Future Athlete Project to life, allowing attendees to step inside a beating heart and see how data can drive transformation. For many, it was the first glimpse of a future where training isn’t just smart – it’s personalized, predictive, and deeply human.



The project follows four marathon runners – two professionals, Des Linden and Reed Fischer, and two recreational athletes, Ashleigh Lindow and Bill Quinn. Their digital twins highlight the diverse ways data can unlock new potential. One runner used recovery simulations to change their training plan and avoid an injury; another saw patterns in heart performance that led to smarter pacing.



But this is just the beginning. The Future Athlete Project offers more than smarter training, recovery, and performance – it points to a future of preventive health where digital twins could help anyone understand their body, catch early warning signs, and take control of their well-being.



With science, sport, and storytelling combined, TCS is helping runners see what’s possible – by helping them see within.

Credits

TCS
Haley Price
TCS
Scott Daniels
TCS
Jacki Siskind
TCS
Nathan Bult
TCS
Aniruddha Sinha
TCS
Sundeep Khandelwal
TCS
Brian Purvis
TCS
Vishal Kakodkar
TCS
Raja Shan
TCS
Sreenivasa Chakravarti
TCS
Ramya R
TCS
Rupam Chadhury
TCS
Avik Ghose
TCS
Arpan Pal
TCS
Aparna Kanakatte Gurumurty
More Gold Winners
2025
NY Digital Awards - Shenzhen Qianhai Taikang Hospital IP Image Design
Shenzhen Qianhai Taikang Hospital

Entrant Company

Shenzhen Liyu Brand Design Consulting Co., Ltd

Category

Design and Creativity - Corporate Identity

Country / Region

China

2025
NY Digital Awards - Let it Grow

Entrant Company

Yachan Yuan

Category

Video / Online Video - Art & Experimental

Country / Region

United States

2025
NY Digital Awards - Pepsi Tai Chi: Chinese Charm Unfolds
Pepsi

Entrant Company

Danni Chang

Category

Design and Creativity - Ad Design

Country / Region

China

2025
NY Digital Awards - Always Ready Slot Car Grand Prix
Scuderia Ferrari and HARMAN Automotive

Entrant Company

Huemen Design

Category

Video / Online Video - Web Series Individual Episode

Country / Region

United States