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EA Sports: Long Live the Prince by Engine

Agency: Engine
Client: EA Sports
Date: May 2021
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Aged just 15, in 2006 football prodigy Kiyan Prince was stabbed to death while protecting his friend from a knife attack. One of the most promising talent in the Queens Park Rangers (QPR) academy, Prince life was devastatingly cut short before he was allowed to fulfil his full potential.

Now, to mark his 30th birthday, Prince is hitting headlines again because he has finally signed up to his former club, as a playable character on EA Sports' Fifa 21. The campaign has been devised to help provide inspiration to young people to be the best version of themselves.

'Long Live the Prince' is created pro bono by Engine, in collaboration with EA and the Kiyan Prince Foundation, which was set up by Prince's father in 2007. All proceeds raised by the campaign will go directly to the foundation.

To create the virtual likeness of what Prince would have looked like if he reached 30, Engine partnered with Framestore, with input from the Prince family and help from Professor Hassan Ugail at the University of Bradford. They used cutting edge ageing-projection software to create a scientifically accurate image before that was developed to create the likenesses of the Prince seen in the campaign. Framestore brought the likeness to life in film through AI technology, partnering with ELC.

Partnering with Ea Sports, Prince has been added to the QPR team roster available in Fifa 21. Fans across the globe can now play as Prince in-game. Ea Sports Fifa developers worked closely with Prince's family, friends, former teammates and coaches to integrate him into the game.

Credits

AGENCY:

Chief Creative Director: Billy Faithful

Creative Director: David Dearlove, Richard Nott, Orlando Warner

Executive Producer: Katie Farmer

Agency Producer: Seb Roskell

Photographer: David Clerihew - Icon

Director/ Production Co: Engine Film - David Dearlove

Film Producer: Debbie Impett

Assistant Producer: Jakub Pieta

Editor: Engine film: Sam Hopkins

Account Manager: Leo Birch,

Client managing director: Ed Norrington

Business Director: Matt Kiernan

Content Strategist: Leo Birch

POST PRODUCTION - FRAMESTORE

Framestore

EP & Supervisor: Karl Woolley

Lead Creative Technologist: Johannes Saams

Lead Character Artist: Chris Scalf

CG Supervisor, Electric Lens Co: Matt Hermans

Lead Designer, Framestore Design: David Lochhead

POST PRODUCTION - NINETEENTWENTY

Nineteentwenty

2D Lead: Robert Lilley

Senior Producer: Paul Branch

Producer: Claire Cullen

Asst Producer: Robyn Borrageiro

Grade: Nineteen Twenty – Kai Van Beers

Sound Design & Music: String and Tins: Joe Wilkinson & Jim Stewart

Audio Producer: Laura-Leigh Smith

DoP: Oliver Schofield / Steve Montgomery