'Madden: The Movie' Might Make Your Eyes Explode

Latest EA Sports Campaign From Heat Goes Way, Way Over the Top

Published On
Aug 21, 2015

Editor's Pick

EA Sports and its agency Heat are known for going way over the top when it comes to promoting the Madden franchise. Last year, to promote Madden 15, they created an outrageous music video starring actors Dave Franco and Kevin Hart in a ridiculously funny, but totally ridiculous game of oneupsmanship. This year, to usher in what's come to be known as "Madden Season" and the arrival of Madden NFL 16, they've leveled up the rivalry in what could be the film trailer to obliterate all other film trailers, promoting the fictional "Madden: The Movie."

Mr. Franco returns in the nearly five-minute long online film. This time, he plays the renegade "Blade Johnson" alongside his real-life buddy Christopher Mintz-Plasse, who portrays his sidekick "Janet." They're joined by NFL players Julio Jones, Rob Gronkowski and Antonio Brown, as well as Buffalo Bills Coach Rex Ryan, playing ridiculously-named badassses Half-Top, Trick Montalban, Sticky Bun and Lil' Pepper, while 49ers Quarterback Colin Kaepernik plays Al Pacino's blind character from "A Scent of a Woman."

Together, they make up a band of "playmakers" who attempt to take down an evil Madden overlord. The trailer is like a crazy mashup of Mad Max, Fast and the Furious, Quentin Tarantino cliches with a dash of Jurassic Park. It splices together romance, retribution, vengeance, violence, tragedy high-octane fight scenes, Bollywood and even dinosaurs. See the "Making of" film here.

"We call this time of year Madden season, when even friends become rivals," said Dana Marineau, EA Marketing VP. "This time around, we wanted to take the idea of Madden rivalry to an epic new place. The campaign continues to center on something that fans will not only love, but will also want to be part of."

Read the full Behind the Work story on "Madden: The Movie" on Adage.com.

Credits

Date
Aug 21, 2015
Brand:
EA Sports
Client:
EA Sports
Agency:
Heat-San Francisco
Director:
Wayne McClammy
Production Company:
Hungry Man
Visual Effects:
MPC LA
Creative Director:
Paul O'Shea
Visual Effects Supervisor:
Benji Davidson
Visual Effects Supervisor:
Zach Tucker
Compositor:
Gizmo Rivera
Compositor:
Brian Williams
Compositor:
Ben Persons
Animation Lead:
Stew Burris
Lighting Lead:
Corinne DeOrsay
Colorist:
Ricky Gausis
Executive Producer:
Elexis Stearn
Producer:
Brian Friel
Chairman/Executive Creative Director:
Steve Stone
Creative Director:
Anna Rowland
Creative Director:
Warren Cockrel
Senior Art Director:
Nichole Geddes
Producer:
Jonathan Matthews
Director, Content Production:
Brian Coate
Director, Client Services:
Aaron Lang
Account Director:
JT Pierce
Account Supervisor:
Julia Wu
Assistant Account Manager:
Rachel Majors
Business Affairs:
Julie Petruzzo
Chief Marketing Officer:
Chris Bruzzo
Senior Vice President, Marketing:
Todd Sitrin
Vice President, Global Creative:
Dana Marineau
Global Creative Director:
Dustin Shekell
Senior Manager of Global Creative:
Jessica English
Vice President, Marketing:
Anthony Stevenson
Senior Director, Product Marketing:
Joshua Rabenovets
Production Company:
Hungry Man
Executive Producer:
Mino Jarjoura
Director/Writer:
Wayne McClammy
Director, Photography:
Bryan Newman
Line Producer:
Dave Bernstein
Production Designer:
Laura Fox
Stunt Coordinator:
Vlad Tevolski
1st Assistant Director:
Brian Stevens
Editorial Company:
Rock Paper Scissors
Executive Producer:
Angela Dorian
Producer:
Helena Lee
Editor:
Christjan Jordan
Assistant Editor:
Pieter Vijoen
Music:
Beacon Street Studios
Composer:
Andrew Feltenstein
Composer:
John Nau
Head of Production/Executive Producer:
Leslie DiLullo
Sound Design and Mix:
740 Sound
Executive Producer:
Scott Ganary
Producer:
Jeff Martin
Engineer:
Chris Pinkston
Automated Dialog Replacement:
Stephen Dickson
Automated Dialog Replacement:
Larry Winer
Sound Design:
Chris Pinkston
Sound Design:
Eric Marks
Sound Design:
Rob Marshall
Compositor:
Tobey Lindback

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Project Type