Empire Teams with Radical Media to Create a Commercial Shoot for EA Sports / Madden 11 in Times Square

When Radical Media developed their plans for an ambitious television commercial for client EA Sports, their creative called for a shoot in several locations depicting football's biggest names playing Madden 11 alongside people throughout the country in spontaneous situations.The locations ranged from high school football fields to fire stations and college dorms but the high impact shot required a location that was familiar to all and one that would convey the magnitude of the Games popularity. The natural choice: New York's Times Square.

Radical Media turned to Empire Entertainment to navigate the site selection and permitting of a portion of Broadway and Duffy Square in Times Square and, working with a variety of New York City agencies, Empire was able to deliver this unique location.The shoot featured Quarterback Drew Brees arriving in Times Square via tour bus with cheerleaders in tow and then challenging pedestrians and tourists to play Madden 11. The spontaneous game play was projected onto one of Times Square's massive video billboards. Thousands of bystanders and tourists gathered to fill in the frame for the exciting, spontaneous commercial shoot.For this project Empire supported Radical Media with site selection, permitting and acuisition, site management, tenting, logistics coordination, tchnical management of the connectivity between the center of Times Square and the video billboard and other support services.To view the final commercial: Click Here

Empire is a producing partner in a variety of broadcast and commercial productions.