EA Sports pays tribute to late football prodigy Kiyan Prince by turning him into a playable character in Fifa 21.
Prince was stabbed and killed at the age of 15. His return as a virtual professional footballer on the 15th anniversary of his death aims to raise awareness of knife crime.
Fifa worked to accurately recreate Prince as a player by consulting his family, friends, former teammates and coaches to develop his on-pitch characteristics and style of play.
The campaign, called "Long live the Prince", is created by Engine Creative on a pro-bono basis with all proceeds raised going directly to the Kiyan Prince Foundation, the charity run by Prince's father, Dr Mark Prince.
Prince has been signed for his former club, Queens Park Rangers, and given the squad number 30 to reflect the age he would be today. In addition, Match Attax will issue a Kiyan Prince playing card, and major brands, including Adidas and JD, will sponsor him. Ageing-projection software was used to create a scientifically accurate image of how Prince would look at the age of 30. This image was then developed by Framestore and photoreal artist Chris Scalf with input from the Prince family and help from Professor Hassan Ugail at the University of Bradford. Framestore brought the likeness to life in film through AI technology, partnering Electric Lens Company (ELC).