After appointing Kode Media as production and creative partner, EA Sports has released a powerful film to launch Anthony Joshua’s arrival into the new UFC 4 game.Kode and 20something collaborated to create a film which features AJ training in Finchley and District Amateur Boxing Club – where his inspiring career began. As we see AJ training, we hear his voice tell the real, raw and unfiltered story of himself as a fighter.The public is used to seeing AJ as a giant inside the ring and a gentleman outside of it. But in this film, AJ delves deep into the more primal side of fighting for a living. “In the run up to the fight, it’s all business. But when you’re exchanging blows, that goes out the window. It’s personal” AJ tells us.He then recounts the extreme sacrifices he makes simply to prepare his mind andbody for every fight. As we hear AJ deliver these powerful words we see striking, glitchy animations laid atop the footage, nodding to his Yoruba Heritage. Slowly and surely, we see AJ transform into his in-game self.The film was directed by Harry Kauty, at Kode Media, who recently directed the Arsenal x Bruised Banana film for Adidas Originals.CreditsClients – Alex Wilde, Jason Nikkinen – EA SportsCreative – 20somethingProduction – Kode MediaDirector – Harry Cauty – Kode MediaProducer – Jack Goodwin – Kode MediaEdit – Harry Cauty – Kode MediaECD – Will ThackerCopywriter – Elliott Starr2D & 3D Animation – Andy Dawson, Anthony Scott, Rinat AshkenaziDesigner – Rory Stiff, Casey HighfieldSound Design & Mix – Harvey GunnComposer – Harvey GunnColour – Kia Van Beers – nineteentwentyColor Producer: David Keegan - nineteentwenty