The estate of Elvis Presley is collaborating with Pulse Evolution to create a virtual King of Rock 'n' Roll.

Using new human animation technology, Elvis will return in the form of new entertainment and branding opportunities including holographic performances for live shows and commercials.

“Working with Pulse is about the opportunity to present Elvis to a new generation of fans who would otherwise never get to see him perform,” says Jamie Salter, chairman and chief executive officer, Authentic Brands Group, owner of the estate of Elvis Presley in partnership with the Presley family. “Our goals for a digitized Elvis are integrity and authenticity, to provide fans with an experience that they love and are proud to be a part of. This deal now positions Elvis at the forefront of the digital domain.”

“We are thrilled about this partnership because we created Pulse to bring brilliant performers like Elvis to the millions of people who love him,” says Frank Patterson, chief executive officer, Pulse Evolution. “Through this digitally-reimagined Elvis, new and younger audiences will be able to see first-hand why he is called the King of Rock 'n' Roll."

Pulse’s past work includes the virtual Tupac Shakur that appeared at Coachella 2012 and the award-winning visual effects for The Curious Case of Benjamin Button with supervising roles in films like Avatar, Divergent, Forrest Gump and other films.