Heat and their production partner Hungry Man have released a new spot for Xbox One crown jewel exclusive and E3 critical darling Titanfall, which just had its North American release yesterday.
The new, 60 second spot (there’s also a 30 second version), entitled “Shadow,” imagines what it would be like to constantly be shadowed by a 25-foot Titan that obeys your every command. Following in the recent trend of inserting gamers into the real world, the spot attempts “to capture the ear-to-ear grinning invincibility you feel when you first climb into your very own Titan and start dominating the world.” “Shadow” follows a man with a shit-eating grin walking through a city trailed by his own personal Titan. Everything is just peachy until he runs into another Titan owner, at which time, as you might expect, shit goes down.
The spot manages to capture the overall “Life is Better with a Titan” theme of the campaign, while also demonstrating Titanfall‘s unique features, like verticality. What really makes the spot work, though, is the perfect transition to gameplay footage during the final 15 seconds. While there’s nothing revolutionary about Heat’s approach here, they find a balance between live action and gameplay footage that a lot of similarly minded ads miss. And they certainly succeed at making the game look like a lot of fun. Stick around for credits after the jump.
Credits:
“Shadow” :60 and :30 Broadcast
Agency: Heat
Creative Director/Copywriter: Warren Cockrel
Creative Director/Art Director: Anna Rowland
Content Producer: Jake Grand
Director of Account Service: Aaron Lang
Assistant Account Manager: Kevin John
Strategist: Aaron Salis
Business Affairs Director: Russ Nadler
Production Company: Hungry Man
Director: Wayne McClammy
Executive Producer: Mino Jarjoura
Line Producer: Nate Young
Director of Photography: Eigil Bryld
Director of Photography: Darran Tiernan
Editorial Company: Final Cut
Editor: Eric Zumbrunnen
Assistant Editor: Scott Butzer
Executive Producer: Saima Awan
Post Producer: Suzy Ramirez
Visual Effects Company: The Mill LA
Creative Director: Phil Crowe & Jon Leonti
Lead Compositor: John Shirley
Colorist: Adam Scott
Executive Producer: Sue Troyan
Post Producer: Anastasia Von Rahl
Music Company: Beacon Street Studios
Track: “Me and My Shadow” (Jolson/Rose/Dreyer)
Arranged By: Andrew Feltenstein & John Nau
Executive Producer: Leslie DiLullo
Sound Designer: Ren Klyce / Mit Out Sound
Sound Designer: Erik Kraber/Respawn
Recording Studio: Lime Studios
Engineer: Rohan Young
Client: Electronic Arts
Director, Advertising & Design: John Burns
Senior Manager, Advertising: Scott Crissman