In a groundbreaking initiative, Three UK has used Artificial Intelligence (AI) to recreate the legendary 1920s footballer, Lily Parr. The project was part of the #WeSeeYou campaign by Three UK, which aims to recognize and champion women in football.
Former England Lioness and Chelsea midfielder Karen Carney had the unique opportunity to converse with an AI-generated version of one of her footballing heroes, Lily Parr. This remarkable interaction was made possible through advanced AI technology that brought back the iconic player who is estimated to have scored more than 960 goals in her career.
The conversation between Carney and the digitally recreated Parr forms part of a broader initiative by Three UK aimed at promoting visibility for women in football. The interview serves as a testament not only to technological advancements but also as a tribute to female athletes' contributions throughout history.
The #WeSeeYou initiative
Three's #WeSeeYou campaign is an innovative partnership with Chelsea FC Women that seeks to highlight and celebrate women's achievements in football. By recreating one of the most prolific goal scorers in history, this initiative underscores the importance of recognizing female athletes' accomplishments both past and present.
The three-minute interview featuring Carney and Parr launched on International Women’s Day - further emphasizing its commitment towards celebrating women's contributions within sports.
Aislinn O’Connor, marketing director at Three UK & Ireland, said:
“At Three, we are honoured to bring Lily Parr’s story to life using the very latest AI technology. By paying homage to the enormous legacy Lily has given us and laying foundations for so many sportswomen, we hope today’s launch inspires the next generation of female talent. Her message is as true today as it was then – we need more action to support women of all ages in sport. Through our partnership with Chelsea FC Women, Three’s #WeSeeYou Network is now in its third season and continues to grow, champion and provide opportunities for the all-too-often hidden women and the beautiful game.”
Behind-the-Scenes
This pioneering project was developed by Generation - Three’s in-house agency – working closely with Mischief PR along with Three’s own PR, social media, and sponsorship teams.
The visual effects (VFX) work required for such an ambitious endeavor was completed by Territory Studio while Irresistible Studios handled production duties. Their combined efforts resulted in a seamless integration between real-life footage and AI-generated content, creating a compelling and immersive viewing experience.
The AI-recreated interview with Lily Parr is a significant step forward in the use of technology to celebrate sports history. It not only provides an engaging platform for sports fans but also serves as an inspiration for future generations of female athletes. The #WeSeeYou campaign by Three UK continues to push boundaries, championing women in football and setting new standards for how we engage with our sporting heroes.
