CASE STUDY
MADDEN TOURNAMENTWe created the key art and marketing assets for the LevelNext Madden Tournament. Working with EA for licensor approval.
The challenge was creating on-brand key art without using Madden's assets. Which turned into two sets of key art for registration and tune-in stages. The two football characters were created from stock photos manipulated into similar team uniforms. |
Client: LevelNext
Licensor: EA Category: Key Art, Digital Marketing Tools: Photoshop Designer: Evan Woolery |
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Evan Woolery
Owner & Operator |
Here's a step-by-step of our process of how the key art was completed and utilized for this title's esports tournament.
STEP 1: Assets Provided
Official key art was provided by EA as licensor approval would be required.
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STEP 2: First Pass
Two variation were created with LevelNext assets.
This direction was rejected and a restriction on usage of this asset.
This posed a new challenge. On-brand key art created from scratch, which needed to feel like Madden without any Madden assets utilized.
This posed a new challenge. On-brand key art created from scratch, which needed to feel like Madden without any Madden assets utilized.
STEP 3: New Direction (Register Key Art)
Which turned into two sets of key art for registration and tune-in stages. The two football characters were created from stock photos manipulated into similar team uniforms.
This direction was approved for the Register Set. Although the unilever sponsor later changed to AXE® & Dunkin'®.
STEP 4: Tune-In Key Art
The first approved key art set sparked two more variations for the Tune-In Set.
The second key art was approved for the Tune-In Set.
A third key art set was also requested with a football that might be manufactured as a giveaway. But this direction was later abandoned.
STEP 5: School Registration Set
With the Registration Key Art approved, the school variations were completed. The color palette was modified to compliment each school's logo with respect to each school's brand guidelines.
The Tune-In set all of the schools was created, but midway through it was cancelled. In favor of more digital media assets.
STEP 6: Digital Media Resizes
With both sets of key art approved, we created the digital media banners. The key art was optimized for resize.
The biggest challenge was the amount of copy and multiple brand logos that were required on each banner. As some banners were as small as 300x250px.
The biggest challenge was the amount of copy and multiple brand logos that were required on each banner. As some banners were as small as 300x250px.
