EA Sports
Madden NFL 20
We Put Stardom in the Hands of the Gamer

The Madden NFL franchise is a staple for EA Sports, with a history of fandom that spans decades, and the most realistic digital football experience gaming has to offer.

With the launch of Madden NFL 20, EA Sports asked us to create a campaign that would generate anticipation and hype its most innovative version of the title to date. With brand new features, player modes, and storylines, Madden NFL 20 provides gamers unparalleled freedom to achieve superstardom whichever way they choose.  

And what announces a player’s arrival as a superstar better than being given the keys to lead the iconic football huddle? But in true Madden NFL 20 spirit, we put the huddle in people's hands to lead it their way. 

What starts as a typical Patrick Mahomes football huddle becomes a veritable showdown between athletes, hip-hop stars, cultural icons, and an everyday gamer.  As each star boasts on how they’re going to achieve gridiron greatness, the film is packed with jokes, dance moves, easter eggs, a smoke bomb, and, yes, even a jet ski.

Then, for the launch of the NFL season, we released four new films, each highlighting Madden NFL 20 features that put stardom in the hands of the gamer.  And unlike “Bring It In,” our NFL kickoff films took place in the living rooms, where gamers make their extraordinary plays.