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EA Sports - Madden NFL 23

Madden Ratings Camp

After the success of our Madden 22 ratings skit with Tom Brady, EA wanted to replicate the concept but open it to a range of athletes. We created a “ratings camp” series inspired by the capabilities of the game’s best athletes. This was shot just 10 days before it was set to be released during Ratings Week on ESPN and social media.

For Madden 23, players got access to fieldsense, hit everything, and other new updates. We wrote, filmed and edited viral social media spots for the latest updates in the game. But, we didn’t stop there. Through high-level VFX, we took the spots to the next level making players feel like they have superhuman abilities.

Madden 23 in Game Content

EA redesigned its create-a-player mode for Madden 23 centering it around the famed “99 Club” rating. Such a big change to a legacy brand requires extra creativity to bring it to life.  SL created 14 pieces of content that wove seamlessly into the storyline of the new mode with the help of Chad Ochocino.

Shadow Lion is a new generation of storytellers and strategists – a creative studio defined by hustle, emotion, and trust.

We started as a creative and production arm to support our co-founder, Tom Brady, and his brand partners. Then, we started doing the same for other athletes, influencers, brands and agencies. Then, original podcasts, documentaries, and other original series.

We do it all with our in-house production team, enabling us to turn our and our clients’ ideas into reality with speed, scale and a consistently high level of quality and care.


We are a creative studio. We live at the intersection of strategy, production and post.

  • Agency

    • Creative Strategy & Ideation
    • Competitive & Cultural Insights
    • Creator Studios & Influencer Marketing
    • Branded Content Development
    • Partnerships
    • Product Launches
    • Fan Experiences
    • Community Management
    • Monitoring & Reporting
  • Originals

    • Long & Short-Form Episodic Series
    • Documentaries
    • Podcasts & Vodcasts
    • Concept Development
  • Productions

    • À La Carte Production From Pre to Post
    • Video
    • Audio
    • Graphic Design
    • VFX
    • Animation
    • Finishing

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