Fight for Every Yard
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 14th.