Client—EA Sports
Role—Design Lead
EA Sports Madden 19
↳ Title Card Design
↳ Merch Design
To become a Madden legend, it doesn’t just take skills. You need strategy, guile, and at times, pure guts. So, to launch the next installment in the storied Madden NFL franchise, we set out to motivate fans to become legends themselves by showing how the perfect play call can change everything.
Narrated by Lil Dicky and Chris Redd, our launch film recounts how an epic play call by a player named Will sets off a chain of events that take him from gamer to legend. As word of his play call spreads, his story permeates pop culture. Nicki Minaj and Joel Embiid become fans. Quavo raps about him.Complex’s Hot Ones gives Will his own hot sauce. ESPN creates a 30 for 30. SpongeBob SquarePants writes him into an episode. Katie Nolan reports on his genius. All of which motivates viewers to not just play Madden 19, but to make their play at greatness - just like Will.
As part of our campaign, we will be activating parts of the film into the real world –from activating Will’s number to play Quavo’s track, posting Lil Dicky's Yelp review of the diner, and much more.
Agency—Johannes Leonardo
Partners— Maclean Jackson & Omid Amidi,
Creative Directors
Jacob Mehringer & Tommy Woods,
Junior Creatives
Brett Fisher & Antonio Burnett,
Production
(Myself) Ash Mendez, Design Lead
Adam Rubin, Management Supervisor
Meg Piro, Head of
Communication Strategy
Kiana Grant, Account Executive
Kacey Kelley, Business Affairs
Kate Collins, Project Manager
Cary Luecke, Production Assistant
Arcade Edit— Paul Martinez & Ali Mao, Editors
Sonic Union— Audio Post, Music
Caviar TV— Neal Brennan, Director
Method Studios— CGI Team
Company 3— Color
↳ Merch Design
To become a Madden legend, it doesn’t just take skills. You need strategy, guile, and at times, pure guts. So, to launch the next installment in the storied Madden NFL franchise, we set out to motivate fans to become legends themselves by showing how the perfect play call can change everything.
Narrated by Lil Dicky and Chris Redd, our launch film recounts how an epic play call by a player named Will sets off a chain of events that take him from gamer to legend. As word of his play call spreads, his story permeates pop culture. Nicki Minaj and Joel Embiid become fans. Quavo raps about him.Complex’s Hot Ones gives Will his own hot sauce. ESPN creates a 30 for 30. SpongeBob SquarePants writes him into an episode. Katie Nolan reports on his genius. All of which motivates viewers to not just play Madden 19, but to make their play at greatness - just like Will.
As part of our campaign, we will be activating parts of the film into the real world –from activating Will’s number to play Quavo’s track, posting Lil Dicky's Yelp review of the diner, and much more.
Agency—Johannes Leonardo
Partners— Maclean Jackson & Omid Amidi,
Creative Directors
Jacob Mehringer & Tommy Woods,
Junior Creatives
Brett Fisher & Antonio Burnett,
Production
(Myself) Ash Mendez, Design Lead
Adam Rubin, Management Supervisor
Meg Piro, Head of
Communication Strategy
Kiana Grant, Account Executive
Kacey Kelley, Business Affairs
Kate Collins, Project Manager
Cary Luecke, Production Assistant
Arcade Edit— Paul Martinez & Ali Mao, Editors
Sonic Union— Audio Post, Music
Caviar TV— Neal Brennan, Director
Method Studios— CGI Team
Company 3— Color
Typography
For the opening credits, we wanted to elevate the title card sequence by not only have
a simple and sleek design, but also bold and impactful. With the magic touch of
Method Studio’s animation expertise, we were able to create a lustrous title sequence.
For the opening credits, we wanted to elevate the title card sequence by not only have
a simple and sleek design, but also bold and impactful. With the magic touch of
Method Studio’s animation expertise, we were able to create a lustrous title sequence.
Merch Design
A scene in the script described an influencer talking about “Will’s best call.”
We decided it would be fun to produce some t-shirts designs along with a matching
hat that represent Will’s call – which of course was the best play call of all time.
A scene in the script described an influencer talking about “Will’s best call.”
We decided it would be fun to produce some t-shirts designs along with a matching
hat that represent Will’s call – which of course was the best play call of all time.
Shirt Design
![]()
Hat Design
![]()
Bottle Design
In the film, Will get featured in the popular show “Hot Ones.” In this scene,
they are telling the audience that there is a hot sauce named after his call,
“4th and Hot.” I was able to create a very ”outdated and cheesy”
bottle design that gave you the feeling “you hate it but you love it.”
In the film, Will get featured in the popular show “Hot Ones.” In this scene,
they are telling the audience that there is a hot sauce named after his call,
“4th and Hot.” I was able to create a very ”outdated and cheesy”
bottle design that gave you the feeling “you hate it but you love it.”
Logo Lockup
![]()
Lockups
