Popgun developed a unique visual language for the 2010 line of EA SPORTS game titles designed specifically for the Wii™.  The challenge was to develop an individual identity for this line of packaging; one that would maintain the basic EA SPORTS brand tenets of authentic competition, but also family with the Wii’s style of simple and interactive game-play. The packaging needed to appeal to the casual gamer and sports fan alike.

Our solution was to define an illustration style that did both. The playful illustration feels unique to the Wii, while athletes and poses that mirror the core line maintain EA SPORTS’ authenticity and sophistication. The process to final art required numerous rounds of tight pencil sketches to establish style and point of view. The athletes are illustrated in a photo-realistic caricature fashion to emphasize their physical traits, true to the brand ethos “It’s in the Game.” Exaggerated body types and backgrounds bring the key art to life with a playful spin.

Grand Slam Tennis is the first Wii title out of the gate for 2010 with world-class champions Roger Federer, Serena Williams and the legendary John McEnroe gracing the cover.

Check out the viral video campaign released by EA SPORTS with McEnroe’s visit to the EA game development offices and his reaction to the cover art:

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Popgun delivers another knockout punch with the key art illustration for the highly anticipated release of EA SPORTS Fight Night Round 4.

With the promise of a groundbreaking new physics engine, coupled with amazing in-game visuals and motion features, authenticity and realism were critical to the package art. The dynamic cover illustration creates an epic clash between legends Muhammad Ali and Iron Mike Tyson, bringing to life the intense action, spotlights and sweat from the ring. Extensive HDR retouching was required to merge the 1966 photo of Ali and the 2004 image of Tyson into a seamless composition.

Experience the ultimate boxing game with an impressive roster of over 40 licensed boxers, pitting today’s best fighters with the all-time greats. 

Fight Night Round 4 hits shelves on June 25th!

Electronic Arts called upon Popgun in late 2007 to develop packaging concepts for The Sims 3 that would communicate the new and innovative Sims world while still retaining the irreverence and lighthearted fun that the Sims visual language has come to represent since its debut in 2000. After four years in the making, the wait is over with the official release of  The Sims 3, the latest sequel in the hugely popular Sims franchise; the best-selling PC game of all time.

Follow the mesmerizing green light to find out more about the Sims and why PC Gamer says The Sims 3 is “the best Sims game yet”!

Popgun does it again!

Each year Popgun is faced with the challenge of defining the evolution of the EA SPORTS packaging line look. This year is no different. The 2010 packaging line look must deliver break-though title impact and also reinforce EA SPORTS as the leading global sports entertainment brand. It’s not just key art; it is the first point of contact with the brand for many gaming consumers and the face of the franchise.

Authenticity became the guiding principle this year with our line look concept; defining a style to better connect the package art to each sports franchise. Through the use of illustrated texture in combination with high dynamic range images, Popgun brings to life the essence of the sport in a compelling way. The illustrated elements are inspired by the textures of sport – the mud, grit, sweat, tears, motion and intensity in the game – while also conveying the athlete’s action in the arena. The secondary image continues the narrative with supporting details dynamically pulling together the illustration as one cohesive piece.

Madden NFL 10, EA SPORTS’ flagship franchise showcases the new line look. For the first time ever in the 21-year franchise history, the Madden NFL 10 cover features two athletes, Larry Fitzgerald of the Arizona Cardinals and Troy Polamalu of the Pittsburgh Steelers. Two separate photo shoots and hundreds of images later, the winning selects were chosen. Capturing the pre-collision moment between these two titans was no small feat, but one that was critical to fully realize the concept for this year’s key art, defining the intense opposition between offense and defense within the game.

The worldwide reveal was set at Times Square in New York City. Share in the excitement with footage from the cover photo shoot and the Times Square cover unveiling!

Even though the athletes have been revealed, and the key art is complete, we will all have to wait to play the game when it hits retails stores August 14^th.

Twenty years ago, it was just a video game. Today, it’s a cultural phenomenon having sold over 70 million copies since 1989. It has transcended the video game genre and become the benchmark for sports simulation gameplay.

We have been working on this icon for 10 of its 20 glorious years. We have worked to build the visual language of a franchise that is known the world over. We are proud to present the culmination of those years in this Madden NFL 20 Year Collector’s Edition. Congratulations EA SPORTS.

Are you ready to rock?! These past couple months have been pretty busy, but we are happy to announce that we have been working with Red Octane on logo development for their new release Guitar Hero: On Tour. This latest installment is the mobile, multi-player version of the game for Nintendo DS. Long live rock!

Ken Quitugua: Designer, actor, director, martial art master, and general man about town, will be appearing in a theater near you. He will be starring in the new movie “Bookie”, a film noir number set on the dark, hardened streets of Seattle. Here is the quick synopsis swiped directly from the film site, “At a raucous soul R&B nightclub in 1963, crowds from all over Seattle gather for a chance at alcohol, wild music, and easy money. Amidst it all, a gambling bookie risks everything he has for a waitress down on her luck.” Word on the street is that this movie is a sure thing, so put your money down and see it. You can find out when and where, even see the trailer at Bookiethemovie.com.

We’re wrapping up the finishing touches on the graphics for our friends Joey and Eddie’s new establishment. A family Italian restaurant that is pulled from the memory bank of Chef Joseph Manzare’s upbringing in NY. Fond memories of Arthur Avenue, the Bronx, will be brought to life in the new restaurant. This promises to be the real deal…we will let you know, as we intend on eating there quite frequently.

The news is out! Brett Farve is the cover athlete for Madden NFL 09. Last night David Letterman revealed the secret we have been sitting on for months. Phew, now we can tell the world. All of the hard work the EA SPORTS and Popgun teams have been putting into creating Madden can now be revealed. We are proud of our effort, and excited it was shown on David Letterman. Letterman wasn’t the only reveal however, the 40 foot Times Square billboard of the cover was also revealed. So if you’re in NY city take a look at our latest effort in giant scale, or just look at the image here in postage size. Nice work team!

Kudos to the design team, they have been nominated for the 2008 James Beard Foundation Award. Their work for the Tres Agaves Mexican Restaurant & Tequila Lounge received a nod for Outstanding Restaurant Graphics. Stay tuned to see what happens or if you are in New York you can attend the James Beard Foundation Awards Ceremony and Gala Reception on Sunday, June 8th, at Avery Fisher Hall at Lincoln Center.