We wanted to speak to why Madden came to be the face of EA, how that changed his life, and how it enabled him to affect the lives of millions of football fans. Within that narrative, we incorporated a compelling cinematic arc. Newcomers get a complete image of what the man is about, while deep Madden and NFL fans are given a fresh perspective on one of football’s most beloved personalities. John Madden taught tens of millions of players about football and other foundational components of life. Teamwork, perseverance, competitiveness, the list goes on. John Madden built a teaching tool for life, not just football.

We wanted to tell John’s story through the responses of those that knew him. In the beginning, the responses do not include his name but allude to this figure that exemplifies all the great things about John, and we built towards the reveal that he is the subject of the piece. We then shift focus directly to John’s legacy - He’s the coach of all coaches who has shown us the way for 32 years. In the end, we want those closest to him and those that have been impacted by any coach throughout their life to say a simple “Thanks, Coach” right down the lens. The purity and the honesty in this line is simple yet powerful and real, which is precisely how we feel.

This film has the warm yet textured feel of classic sports films, elevated to cinematic stature. Archival imagery plays off what our interviewees are saying on camera. We blended moments of nostalgia and emotion with notes of levity: people laughing at a memory or an observation, friends doing their version of John’s iconic voice. Even in its poignant moments, this will be a joyful portrait of a legacy that continues to affect people every single day.

The film began shooting in 2020, at the beginning of the Covid-19 pandemic, and continued for the next two years. All interviews were shot in-person in New York, Los Angeles, and Florida, with a crew of about 25 on each set. The interviews were shot on film in black and white to match the archival footage Madden shared for a personal, sincere, and heartfelt feel.

The film was released on Youtube and EA Madden social channels, quickly garnering praise from the industry’s top outlets, including shots, Shoot, Muse by Clio, and Uproxx. The film had a powerful impact, reaching an audience of more than 100K through steaming channels and readership views.