Premiered 2019 · EA Madden #Television
Make Madden NFL 20 feel like a game for everyone — new players included — without alienating the fans who know every term and every play. A launch film and a series of spots, made for television.
Why
Madden is beloved by its core, but growth lives outside the huddle. The job was to make Madden NFL 20 feel usable for everyone — new players included — without alienating the fans who already know the game inside out.
What we made
"Feel Like a Superstar" — the features in the game let regular players play like the real pros, so we personified it. In Arm Cannon, Patrick Mahomes throws so hard the catch sends a guy through a wall — that's what choosing your upgrades in Ultimate Team feels like.
The Making Of Notes
A launch film and a series of supporting spots made for television — the trailer carried the campaign, and the series kept it fun.
Arm Cannon ft. Patrick Mahomes
The film above — Patrick Mahomes throws so hard the catch sends a guy flying through a wall. That's choosing your upgrades in Ultimate Team: play like the real superstar.
Choose Your Look
A spot from the supporting series — a player builds their character's look while two of the real pros watch and weigh in. The series kept the campaign fun and made the game's features feel personal.
The Launch Trailer
The main campaign film that kicked everything off — the Madden NFL 20 launch trailer. The series built on it from there.
Credits
- Agency
- Johannes Leonardo
- Creatives
- Omid Amidi, Alexis Jabbour, Jacobi Mehringer & Tommy Woods
- Director
- Neal Brennan