At first glance, you’d be forgiven for mistaking this video as part of the latest Herbal Essences campaign.
But the glossy locks you see in the footage aren’t actually real, and instead, are the result of EA ’s latest rendering capabilities.
The gaming giant has been working on new ways to develop hair shading, scattering, smoothness and volume - and the results are stunning.
The demo video shows a faceless mannequin swishing her colourful hair from side-to-side, with each strand rendered in perfect detail.
The new hair was developed using EA’s Frostbite engine, which powers several popular games including Need for Speed and FIFA.
In a blog about the new hair, EA said: “Our purpose is to produce a step-change in real-time hair and reach results close to movie and offline rendering."
The blog added that the video offers a "glimpse into how future Frostbite-powered games will look like".
While the video is undeniably impressive, many fans have questioned whether hair should be EA’s priority.
One person tweeted: “If it takes a long time to load any current frostbite engine game, I'll have time to take a nap and make some coffee afterwards with this.”
Another joked: “Each priced at $0.99, of course.”
