There was a need to demonstrate that graphically-enhanced games like Madden look and play better on the new, powerful Xbox. What better way to do that then to call upon one of the NFL’s more powerful running backs, Marshawn Lynch of the Oakland Raiders.

Marshawn is nicknamed Beast Mode, due to his powerful running style and and consistent ability to run over defenders and break tackles. This made him the perfect representation of the power of the new Xbox.

He is also notorious for being a man of few words. Capitalizing on this, we created a partner to help Marshawn warm up to the camera. An outspoken, literal right-hand man: Baby Beast Mode.

Together, Marshawn and Baby Beast mode created a series of videos that were shared and enjoyed across multiple social channels.

The campaign consisted of seven unique videos that rolled out in a biweekly sequence along the length of the campaign. Each of the spots was a look into the life at the Beast Mode residence, as Marshawn and Baby Beast Mode reflect on the fun that can be had when you game together.

In December 2017, the launch began with two of the seven videos releasing online and airing on ESPN and NFL Network with primetime placements on Monday and Saturday Night Football games. Throughout the next two months, four additional videos were released via Xbox, EA and Marshawn’s own social channels, as well as digital pre-roll with multiple publishers.

The release schedule lead up to the biggest American sporting event of the year, the Super Bowl, where we released the final video “Strategy,” which is a spot inspired by Marshawn’s own Super Bowl experience.

Confidential (see below)