The Client & Background

Electronic Arts, an American video game company, had teamed up with the NFL (National Football League) to launch their latest video game, NFL Madden 23. The renowned John Madden, a prominent figure in the NFL, lent his name to the popular video game series, starting with John Madden Football, which eventually evolved into the Madden NFL series.

Unfortunately, John Madden passed away on December 28, 2021. His legacy lives on, especially as people continue to enjoy and play his games. The NFL has granted EA exclusive rights to create simulation games based on the NFL, and Madden NFL continues to deepen the passion for the sport among fans, players, and viewers. It not only entertains but also educates viewers on how to improve their gameplay, further engaging Madden’s devoted fanbase.

In a collaboration, EA approached Magellan with the vision of creating a luxurious video package to introduce the new Madden NFL 23 game to influencers and journalists. The primary objective was to honor the legendary John Madden and depict his journey within the video game and the new release. This aspect played a crucial role in the design process, from initial concepts to the creation of a custom video box and the inclusion of branded merchandise.

CONTACT US TODAY CALL +44 (0) 1276 450220


The Box

The video box was constructed using a three-part assembly, comprising the lower piece, the spine, and the top cover. Crafted from sturdy grey board material and adorned with carefully selected designed paper, this box exudes an elegant aesthetic.

To elevate the overall appeal and durability, the entire surface of the box is adorned with a full CMYK custom print, boasting vibrant colours and intricate detailing. Furthermore, an anti-scuff lamination finish has been applied, ensuring that the box remains pristine and unblemished over time.

Delving into the interior of the box, the base has been ingeniously lined with AstroTurf, adding a touch of authenticity and uniqueness to the design. This choice of material draws a direct parallel to the playing surface of football stadiums, which can feature either real or artificial grass, depending on the venue. Incorporating this element into the box design seamlessly ties together the world of the sport with the essence of the company, evoking a flood of cherished memories associated with both.

Upon laying eyes on this exquisite box, one’s thoughts are immediately transported to the essence of the company, the spirit of the sport, and the myriad of memories intertwined with them, creating a truly immersive and unforgettable experience.


The Video

Inside the box, you’ll find a 7-inch video screen expertly affixed to the inner lid, ready to immerse you in the world of John Madden and the exciting new game features. This multimedia treasure trove contains four captivating videos, each approximately 15 minutes in duration, offering an in-depth look into John Madden’s life and the innovative game elements.

These videos delve deep into the intricacies of the game, highlighting its ingenuity and showcasing the array of new movements that enrich the gaming experience. Furthermore, they shed light on the cutting-edge graphics that elevate the visual appeal of the game.

Upon opening the box, a built-in light sensor adjacent to the video screen automatically triggers its activation, ensuring a seamless viewing experience. The screen has been carefully fitted to perfectly match the box’s interior, improving its appearance. For your convenience, there’s also a strategically placed charging port on the side of the screen, allowing you to recharge it whenever the battery runs low, ensuring you can enjoy the videos time and again.


The Shelf And Printing

Upon opening the box, you’ll be greeted by a remarkable CMYK custom-printed shelf adorned with a tribute to the legendary John Madden. This beautifully crafted shelf serves a dual purpose: not only as a heartfelt thank-you gesture to John but also as an ingenious way to conceal the merchandise beneath it. This clever design choice lends an air of sophistication and luxury, further enhanced by the elegant ribbon attached to keep the box open. To ensure seamless aesthetics, we’ve thoughtfully incorporated a thumbhole in one corner of the shelf for easy lifting, strategically placed so as not to disrupt the captivating graphics.

The shelf itself is constructed from sturdy black line board, allowing us to execute precise die-cutting around the edges, resulting in a sleek black border that harmonises seamlessly with the overall design. This attention to detail ensures that every element of the presentation is meticulously coordinated and visually pleasing.


The Finer Details

Beneath the shelf is the hidden custom merchandise. You are greeted with a printed post card full of information about the product and John Madden.

There are then two different versions of the John Madden NFL 23 game, in this photo we have just used two other EA sports games as we did not possess the actual game to photograph.
The main custom piece of branded merchandise are some amazing JBL headphones. These were in standard packaging, manufactured some resin domes and attached them onto the earpieces of each one to give it a bit more of a branding area. A custom t-shirt with the EA Madden 23 NFL branding and some added extras were added into it too.

The end result came out amazing, we managed to create a luxury influencer box including a lot of John Maddens spirit. The details on this box were immaculate even down to the tiniest details like the anti scuff matt lamination which gave it a cleaner, luxurious and professional finish. They were all packed up and sent to different influencers/journalists. We heard back from EA and their feedback was incredible!


The video business cards are a great giveaway item. We used them to promote our new car and were very impressed with the return in our investment. Our clients were very impressed and we managed to increase our sales.


I just wanted to let you know the boxes have arrived successfully and look amazing!
Thank you again so much for getting them over to us so efficiently and your help with the whole process.


The video boxes were fantastic, thank you and the team for doing such a brilliant job, clearly if any other opportunities come again, I'll come knocking on your door!.


The video boxes are great, everyone loved them and they did the job perfectly. We will definitely be coming back for more in the future.


The video brochures were brilliant; with 2 different type of brochures, they were perfect for marketing our new plans to potential investors.


Our video brochures were great, they looked amazing and helped us gain the customer who we where marketing to. Thank you for helping us with this project and for getting them finished and to us as quickly as possible.


We were looking around for an innovative way to deliver a sample of our Single Malt Scotch Whisky. The whisky has been aged for 50 years and a bottle is valued at £25,000, so only luxury packaging would do. We found Video In a Box and with them, we were able to build our perfect video box. We knew that we wanted to include a Whisky pipet, 2 glasses and the bottle but with Video In a Box we were able to integrate a lovely video screen to show our Glenfiddich message. Our clients were blown away with the package they received, we would highly recommend working with Video In a Box.


After talking to 4 different companies and finally finding Magellan and Video In a Box, it was a massive breath of fresh air for me. The project was dumped on me and I had no experience in dealing with multiple orders from several suppliers. Video In a Box took this workload off my shoulders and they were the only company to answer all my questions and lead me down the best route for my project. It was so nice to talk to someone who actually knows what they are talking about and they helped me deliver one of the best pieces of packaging I have ever seen.


As a thank you to our valued customers, we wanted to deliver some products in a special way. Video In a Box allowed us to create a dream piece of packaging which contained a screen! Our customers were very pleased when they received their parcel and Video In a Box were very helpful throughout the process.


We had a project that had multiple elements and we were going to have to order from multiple suppliers. We found Magellan and Video In a Box who were able to provide all of the elements we required for our project and had extensive knowledge and expertise in each area. Our lives were made dramatically easier and placing our trust into Magellan and Video In a Box to deliver our project on time allowed us to get on with our normal 9-5 work.


Video In a Box saved me time and aggro with their fantastic communication and assistance throughout the entire process of delivery my perfect video box. We knew that we wanted an innovative way to showcase our new range of Fastskin swimming costumes but when our video boxes were delivered the whole team were blown away by how fantastic they were! I would like to thank Video In a Box for their help throughout the project, if we do another video packaging project then we will be calling Video In a Box straight away!


We are so glad that we found Video In a Box. Their design team came up with a fantastic 'transplant' feature on our video box to show the reality of transplants. This unique feature went down very well with those that used it! The communication from the Video In a Box team was fantastic throughout and we look forward to using them again in the future.

world transplant games

We were looking for an interesting way to thank our CEO who was departing the company. We found Video In a Box online and were very impressed with what we saw on their website. We gave them a call and their team were very useful in our decision to use a bespoke video box to show our thanks. The process with Video In a Box was very straightforward and we were very pleased with the results.


Video in a Box were able to produce a stunning tri folded A4 Video Brochure for our Genuine Draft and Lite brands for our Global event in Miami, they managed to get these to our event on time under enormous pressure and on a a ridicules lead-time. The impact on some of the most senior personal at this event was astounding, we can't thank you enough for the nothing short of a miracle effort to achieve this, THANKYOU

SAB miller

Video in a Box worked very closely with us on a tight deadline to produce a stunning luxury presentation box with a 10" TV in a CARD LCD screen, to house some custom Coca Cola Bottles as well as some branded merchandise (also supplied by Magellan Merchandise) for the Olympics, the result was superb, we cant thank you enough for the herculean effort that went into getting these to us on time.


Magellan World's Video Brochure division Video in a Box helped us design the video books we produced to entice large corporate brands to move and relocate to our stunning office park in Slough. The design idea to create a book with a fitted portrait screen inside was a huge hit and a really superb additional to our highly targeted marketing strategy, these companies included Pepsi Co, Amazon, Baker Tilly, thanks guys


We needed 50 urgent TV Cards for a last minute impromptu event for some senior executives arriving from various offices around Europe, we needed a way to show them what progress had been made to the new division we had setup, so we used the TV in a CARD Express service from Magellan's dedicated video brochure division to create the cards, they were distributed at the meeting and the feed back was incredible, it could have worked any better. I look forward to working with Magellan team on all our future video brochure requirement.


Magellan have a wide range of promotional merchandise and are always happy to help and suggest specific products which are relevant to your target market. A quick response time along with helpful suggestions and recommendations makes Magellan stand out from other companies and I would have no hesitation in recommending the company.


Video in a Box provided us with an innovative and eye-catching way to communicate the launch of a new campaign to a range of stakeholders, including media, football clubs and key influencers. Their solution allowed us to bring our campaign ambassadors to life for a wider target audience and even delivered some pre-launch social media buzz. They totally understood the need to deliver under pressure and to tight timelines and we would not hesitate to work with the team again.

M&C saatchi

Video in a Box is a great innovative product and we were very happy with the final result.

calvin klein

A superb product, which has landed a recent campaign to clients in a professional, innovative, yet fun way. The service we received from start to finish has been great and I would highly recommend Video in a Box.

princess cruises

Video in a Box is great innovative product. Fast turn around, very high quality results and superb market intelligence and strategic thinking from the team. The best value for money marketing product by a long, long way.


I wanted my guests to retain a memory of our event and our brand that would be innovative, informative and memorable; the solution provided by Video in a Box answered all those criteria.

What Car?

We're really happy with our video brochures, they really get your message across in a far more engaging way than regular print or email communications.


Video in a Box were really helpful and the end product was fantastic - we got some amazing feedback from our staff and clients.


Apart from the exemplary customer service and sales approach, I found the offering from Video in a Box to be highly innovative and effective with our retailers. The use of TV in POS introduces a myriad of opportunities to connect with the shopper and retailer alike. I look forward to future POS solutions from Video in a Box.


In a globally competitive market it's vital to have evocative marketing materials that steal the attention of your audience - Video in a Box does just that and for us, it's an integral part of our strategy for winning new business

middlesex university