Heat, Hungry Man Unleash ‘Shadow’ for EA’s ‘Titanfall’

By Erik Oster 

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.


“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