On its 27th year, Madden faced the threat of being trapped in the shadow of its past success. In order to overcome this, we desperately needed to recruit new gamers, while winning back veteran fans. To do this, we created content reflecting everything our audience loves — from fast cars, to dinosaurs, to skinny little Hollywood actors. Kicking-off with a 5-minute Bollywood-action film, followed by a puppet spin-off series that kept people guessing. We created a pop-culture spectacle that drove Madden conversations all season-long. By its end, our over-the-top extravaganza stole the hearts of the Internet, while helping Madden break records.