Chicago BearsEA Sports Madden NFL

Play Video

The Details

Bear Down!

Caleb Williams becoming the first Chicago Bears player featured on the EA SPORTS Madden NFL cover marked a milestone for the franchise. The Bears tapped Muros to bring the moment to life in Chicago and build excitement for the season through a large scale mural campaign.

Muros handled everything from inventory sourcing and creative development to artist collaboration and production, ensuring an authentic, high-impact execution for fans.

Rather than simply recreating the cover, Chicago artist Asend reimagined Caleb’s “Iceman” pose in his own style, blending Madden creative direction with a local feel.

As the mural went up, fans stopped to watch, take photos, and share it online, turning the campaign into an experiential activation that drove earned media and buzz for the season.

Artist: Asend
Location: Chicago | West Loop