In early December, EA revealed the cover for its Medal of Honor reboot and all anyone could say was: "BEARD!" Well, after months of trying to get an explanation of how that grizzly (Adams) decision went down, Craig Owens, director of marketing at EA Los Angeles, has finally delivered the answers. Here are the declassified details of our exchange: Joystiq: How did you select the cover image for the Medal of Honor reboot? Craig Owens: What you see today as the key art (or box front image) is the result of a long process that's been going on for nearly a year now. When we set out to reboot the Medal of Honor franchise, we knew that the key art of the new game had to accomplish two very important things. First, it needed to stay true to the authenticity that the brand is known for. Secondly, it had to be unexpected not only for the brand but also for the shooter genre. After several months of reviewing many, many concepts, it wasn't until this past summer that the new face of Medal of Honor was born. During an agency pitch meeting with several creative agencies, our current partner - Ignition Creative based in Santa Monica, California - revealed a concept, using a photographed model with this real, epic beard. That concept was nearly identical to the final image you see today. When the development and marketing team first saw it, we immediately knew that was our guy. He was authentic to a Tier 1 Operator and unexpected for both MOH and the current characters out there in the gaming space. Gallery: Medal of Honor (2010)