THE NEW COMPANY
Design, Marketing and store in San Francisco
Bringing you behind the scenes of the Madden 27 ‘Jumpman’ cover.
It takes a village to create these images — just to get to the shoot NewCo, EA and our collaborators develop high-level concepts, refine them into sharp executions, and put together a meticulous production plan to create a successful set. Once everything’s in the can, we begin post production — obsessing every detail, element, angle, and light to ensure we craft the perfect expression.
It looks glamorous — but behind every image are endless hours of work, rigor, and craft.
Shout out to the incredible team that brought this to life and to all of our collaborators — we couldn’t do it without you.
The New Company
Co-Founder, ECD: Matthew Luckhurst
Creative Director: Steven Olimpio
Executive Producer: Helena Corzan
Creative Director: Jacob Hellström
Sr Designer / Art Director: Andrew Ross
Sr. Art Director: Connor Brock
Producer: Emma Stehli
Stills Post Producer: Kristy Hartwell
Video Post Producer: Bailey Patterson
Starring: Caleb Williams
Photographer: Joshua Kissi
Retoucher: One Hundred Berlin
Video Editor: Apollo Post House
Production Company: Assembly Team / Paige DeMarco
1st AD: Kwesi Salman-Bailey
Production Design: Grace Surnow
Wardrobe: Taisha Suero
Nails: Jeimy Lemus
Hair: Amber Duarte
Makeup: Zaheer Sukhnandan
Athlete Choreo: 3rd & 1
BTS Director / DP: David Camarena
Additional BTS Capture: Julian Bright
EA Sports
Senior Producer: Reza Vajihollahi
Producer: Jeffrey Boore
Group Creative Director: Josh Kline
Design Lead: Paul Rosales
Brand Designer: Andrew Oelschlager
Global Group Creative Director: Terence Hobson
Sr. Producer, American Football Lead: Ryan Davis
Associate Producer: Joann Mauricette
06/15/2026
Caleb Williams ‘Jumpman’ for Madden27
Reimagining an icon for a new generation with Joshua Kissi and the EASports team.
This year was about pushing the cover image beyond the field. Creating a world that blends performance and story - and this was the perfect opportunity to represent the history of Chicago sports.
To represent CALEB WILLIAMS legendary 4th down jump fade - we brought him into the studio to recreate it - using a controlled environment to get a shot we could never achieve from the sidelines.
Brought to life by Joshua Kissi — Director & Photographer - he and has team elevated the work to the highest level as always.
Thank you again to EA, the producers, Art Director and Designers that worked tirelessly from concept through production and delivery to make this happen.
Credits
The New Company The New Company
Co-Founder, ECD: Matthew Luckhurst MATT LUCKHURST
Creative Director: Steven Olimpio Steven Olimpio
Executive Producer: Helena Corzan Helena Corzan Gaar
Creative Director: Jacob Hellström Jacob Hellström
Sr Designer / Art Director: Andrew Ross Andrew Ross
Sr. Art Director: Connor Brock Connor Brock
Producer: Emma Stehli Emma Stehli
Post Producer: Bailey Patterson Bailey
Starring: Caleb Williams CALEB WILLIAMS
Photographer: Joshua Kissi Joshua Kissi — Director & Photographer
Retoucher: One Hundred Berlin One Hundred Berlin
Video Editor: Apollo Post House Apollo Post House
Production Company: Assembly Team assemblytm / Paige DeMarco Paige DeMarco
1st AD: Kwesi Salman-Bailey Kwesi Salman-Bailey
Production Design: Grace Surnow ɢʀᴀᴄᴇ sᴜʀɴᴏᴡ
Wardrobe: Taisha Suero taishasuero
Nails: Jeimy Lemus Jeimy Lemus
Hair: Amber Duarte Amber Duarte
Makeup: Zaheer Sukhnandan Zaheer Sukhnandan
Athlete Choreo: 3rd & 1 3 R D A N D 1 • I N C
BTS Director / DP: David Camarena David Camarena
Additional BTS Capture: Julian Bright Julian Bright
EA Sports EA SPORTS
Group Creative Director: Josh Kline Josh Kline
Design Lead: Paul Rosales Paul R
Senior Producer: Reza Vajihollahi
Producer: Jeffrey Boore
Brand Designer: Andrew Oelschlager andrew o
Global Group Creative Director: Terence Hobson Terence Hobson
Sr. Producer, American Football Lead: Ryan Davis
Associate Producer: Joann Mauricette
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