'Madden: The Movie' Might Make Your Eyes Explode

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

By Ann-Christine Diaz. 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

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Aug 21, 2015
Heat San Francisco
EA Sports
Wayne McClammy
Production Company:
Hungry Man
Visual Effects:
Creative Director:
Paul O'Shea
Visual Effects Supervisor:
Benji Davidson
Visual Effects Supervisor:
Zach Tucker
Gizmo Rivera
Brian Williams
Ben Persons
Animation Lead:
Stew Burris
Lighting Lead:
Corinne DeOrsay
Ricky Gausis
Executive Producer:
Elexis Stearn
Brian Friel
Chairman/Executive Creative Director:
Steve Stone
Creative Director:
Anna Rowland
Creative Director:
Warren Cockrel
Senior Art Director:
Nichole Geddes
Jonathan Matthews
Director of Content Production:
Brian Coate
Director of 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 of Marketing:
Todd Sitrin
VP of Global Creative:
Dana Marineau
Global Creative Director:
Dustin Shekell
Senior Manager of Global Creative:
Jessica English
VP of Marketing:
Anthony Stevenson
Senior Director of Product Marketing:
Joshua Rabenovets
Production Company:
Hungry Man
Executive Producer:
Mino Jarjoura
Wayne McClammy
Director of 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
Helena Lee
Christjan Jordan
Assistant Editor:
Pieter Vijoen
Beacon Street Studios
Andrew Feltenstein
John Nau
Tobey Lindback
EP/Head of Production:
Leslie DiLullo
Sound Design & Mix:
740 Sound
Executive Producer:
Scott Ganary
Jeff Martin
Chris Pinkston
Automated Dialog Replacement:
Stephen Dickson
Automated Dialog Replacement:
Larry Winer
Sound Design:
Chris Pinkston
Sound Design:
Eric Marks
Sound Design:
Rob Marshall

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