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Pioneering technology fuses live NFL data with Madden 15 game footage to generate GIF highlights for every single game–all delivered via real-time ads across sports websites and apps. The result is an ever-growing collection of GIFs that football fans can take, edit and share to shove in the face of their rivals.


Grow Madden Love Through the NFL

To launch their new game Madden NFL 15, EA Sports wanted to connect with young, football-obsessed fans and grow its association with the real-world NFL. To do this, they explored how technology could fuel the pride and passion fans feel during the game.


Trash Talk of the 21st Century

The average football fan is now watching the game with smartphone in hand, allowing sports fans to provoke rivals from the comfort of their own sofa and bringing trash talk into the 21st century. And today, the language of fan rivalries is a visual one. Just look at the resurgence of GIFs on Google trends. Why say it in words when you can throw shade with a meme?

EA madden giferator 1


GIF Your Rivals

During every NFL game, the Madden GIFERATOR will create a live stream of GIF highlights triggered by the action on the field. The experience fuses live NFL data with Madden 15 game footage to generate a fast-refreshing stream of visuals and snarky headlines that fans can edit with their own copy and push to their networks to taunt rivals. To make your own, visit the GIFERATOR site.


Real-time Content, Across the Web

Real-time display ads appear across the sites and apps in the Google Display Network seconds after a play happens live. Using dynamic ad capabilities, different combinations of copy, images and backgrounds can be created on-the-fly to reflect what's happening in the game, in real time.


Web Technologies

This project was built with many products and open web technologies that are readily available to anyone. We used the latest techniques in HTML, CSS, and Javascript to craft slick, easy-to-use interfaces and display dynamic content and images. The experience was built and hosted on Google Cloud Platform, and the dynamic rich media ads were created using DoubleClick Rich Media. Ads themselves appeared on the sites and apps in the Google Display Network, using Custom Affinity Segments to ensure that each team's fans saw the most relevant Madden GIFs.


Make Companions, Not Campaigns

When creating tools and content for the second screen, remember you're the cheerleader, not the quarterback. Instead of whole new campaigns, distracting from the action, make "companions": ways to fuel the passion without getting in the way.

Design Mobile-First

The majority of second screen consumption happens on smartphones, so be smart about layouts. Start your designs with the smallest screen, then work up to the largest.

Tell Stories with Data

Data isn't just the basis for your strategy or the way you measure your campaign. Stories told through data can be powerful in themselves. Think about some data streams that might be relevant to your brand or category. How could these influence the content you create?

The Team


  • Steve Stone
    Executive Creative Director
  • Warren Cockrel
    Creative Director/Copywriter
  • Anna Rowland
    Creative Director/Art Director
  • Matthew Stafford
    Digital Creative Director
  • Jayson Hobby
    Interactive Designer
  • Will Knox
  • Andrew Lovold
    Content Producer
  • Aaron Lang
    Director of Account Service
  • Julia Wu
    Account Manager
  • Aaron Richard

EA Sports

  • Anthony Stevenson
    Vice President of Marketing
  • Dana Marineau
    Vice President of Advertising and Design
  • Dustin Shekell
    Director of Global Creative Strategy
  • Scott Crissman
    Senior Marketing Manager
  • Alexis Cox
    Senior Product Manager
  • Jaap Tuinman
    Senior Director, Campaign Strategy & Media Planning


  • Drew Ungvarsky
    Executive Creative Director
  • Eric Green
    Account Director
  • Eamon Wyse
    Production Director
  • Brian Walker
    Technology Director
  • Quan Hoang
    Creative Director
  • Todd Lower
    Lead Producer
  • Ricky Williams
    Lead Developer
  • Matt Clack
    Associate Creative Director
  • Eric Lohman
    Lead Creative
  • Sonya Parker
  • Jordan Crisman
  • Matt Campbell
  • Gabe Molochko
  • JR Smith
  • Ann Yuan
  • Darius Pilapil
  • Zach Young
  • Lookmai Rattana
  • Will Jardine
  • Jeff Penano
  • Nate Witte
  • Josh Newton
  • Brian Villalon
  • Jason Levesque
    Motion Designer/Artist
  • Thelonius Cook
    Lead Capture
  • Franck Tchouambou
    QA Analyst
  • Cindy Digman
    Motion Artist
  • Louis Mcleod
  • Joe Branton
    Design Director


  • The Art, Copy & Code Team