MADDEN GIFERATOR

EA SPORTS

A REAL-TIME GIF ENGINE

The Madden GIFERATOR is a real-time, highly personalized content engine that turns on field NFL action into shareable, Madden based GIFs. Magicially popping into second screens and social feeds, moments after a touchdown or a pick-six, the GIFERATOR was armed with thousands of pre-written headline and gameplay combinations for every matchup, every weekend. It tracked, in real-time, on field action and then responded with hyper-relvant GIFs that instantenously commented on that NFL action you just witnessed. The project was a joy to work on in conjunction with all the great people at Heat, Art Copy & Code, Grow and of course, EA themselves.

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