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EA Sports

EA Madden Teaser

Production
Concept Development

For the EA Madden reveal, we celebrated the GOATs—Tom Brady and Patrick Mahomes—by incorporating real farm goats into the campaign to tease this year’s cover! This playful yet epic homage to the legends brought a fun twist to the highly anticipated release, with Brady and Mahomes featured front and center.

Two farm goats stand just outside the open doors of a rustic wooden barn, bathed in warm sunlight. The scene captures the peaceful simplicity of the countryside, with the light streaming in, giving the moment a golden glow as the goats curiously peek out.

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Process

Bringing the EA Madden reveal concept to life was an exciting challenge, especially when we decided to introduce two farm goats as stand-ins for Tom Brady and Patrick Mahomes, symbolizing their GOAT status. We found a farm, suitable for capture with the perfect wooden barn for our grand reveal, where we carefully staged the setting to highlight our unexpected stars. Working with these goats proved to be quite the adventure—they were, without a doubt, the most high-maintenance talent we've ever had on set! From their unpredictable grazing breaks to insisting on the best grass, these goats certainly had us running around like personal assistants to some real divas. The final result was both playful and memorable, perfectly capturing the fun spirit of the Madden22 launch!

BTS image of the larger white goat trying to eat our camera on site.
Some of the highest maintenance talent we've ever worked with
Behind the scenes shot of our crew trying to manage our high-maintenance talent (two white goats) while Peyton Hillis waits for his co-stars to be camera ready.
Behind the scenes on set at a goat farm in Arkansas

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