EA SPORTS | BEHIND THE COVER
+ concept
+ content strategy
+ editoral
+ video scripts
+ creative direction
objective / context
To spotlight the creative process behind EA SPORTS' iconic cover shoots, we launched Behind the Cover — an episodic video series offering fans a rare glimpse behind the lens. From scouting locations to wardrobe styling to real-time athlete direction and concept execution, each episode unveils the artistry and precision required to bring a cover to life. More than just BTS, the series elevates the role of creative production in shaping cultural moments across franchises like Madden, College Football, EA FC, NHL, and F1.
A simple video series became a content platform designed to pull back the curtain on EA SPORTS’ creative engine — elevating production from process to storytelling and deepening fan connection to the brand.