Bring on the heart-pounding highs and the gut-wrenching lows; the crazy rituals and the bitter rivalries. Football season is back!

Whether you're a "12th Man" or wearing a cheesehead, chances are you’ll be watching the game with smartphone in hand. Eighty-four percent of us now watch TV while multi-tasking on other devices nearby. And today, the language of fan rivalries is a visual one. Just look at the resurgence of search interest for GIFs on Google Trends. Why say it in words when you can throw shade with a meme?
This year, there’s a way for mobile-clutching NFL fans to take their smack talk to the next level. Madden GIFERATOR is a new project created by our Art, Copy & Code team, in partnership with EA Sports and agencies Heat and Grow, to help launch EA Sports’ signature football game Madden NFL 15.
During every NFL game, the Madden GIFERATOR will create a live stream of memes using Madden NFL 15 video game footage (as GIFs), triggered by the action on the field. The GIFs will appear in real time on MaddenGIFERATOR.com, on social media, as well as in ads on popular sports and gaming related apps and sites across the the Google Display Network. For example, if Seattle’s Richard Sherman picks off Aaron Rodgers tonight, you might see a GIF of Sherman with the headline “Weren’t you supposed to catch that? Aawwwwwkward” in the stream, alongside a real-time update on the score and game clock.

You can also take control of the GIFERATOR and design your own GIFs, choosing the team, the player, the background and the headline, ready for sharing across the web.

The Madden GIFERATOR is the latest in our Art, Copy & Code series, where we partner with brands and their agencies to create useful and fun experiences, powered by Google technology. We wanted to tap into the growing trend for fans to comment on and interact with games from their phones—plus, we have a weakness for GIFs. The GIFERATOR fuses live NFL game data with a database of Madden images, players, backgrounds and headlines to create relevant memes on the fly.

So this season, when your team delivers those clutch plays, head over to MaddenGIFERATOR.com, choose the perfect image, customize it with your best smack talk, and send it to your fellow fans (if you want to be nice) or your rivals (if you’ve got a wicked streak). Here’s a little inspiration before tonight’s Seahawks vs. Packers standoff: