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DDB Strategy Director Joins Heat

Justin CoxConfirming an earlier tip, this morning San Francisco’s Heat announced the hiring of Justin Cox as director of strategy.

Cox most recently filled the same role at DDB California, which hired him away from Pereira O’Dell; he spent less than one year in the position.

The release notes that Cox will lead Heat’s strategy team with the ultimate goal of helping clients like EA, Kendall-Jackson, Bank of the West, Levi Strauss & Co. and Teva to “determine the role of their brand in the lives and culture of their target audience.”

Cox served as senior brand strategist at Pereria before moving to the strategic director role, where he handled accounts like Skype, Intel, Amazon and Guitar Center while also working on new business. His early career included planning roles at Publicis & Hal Riney and Razorfish, where he worked on the Microsoft and Sony accounts (among others).

Heat President John Elder writes that Cox will be “a welcome addition to Heat’s deep strategic bench, even if he’s a Dodgers fan.”

The release tells us that Cox’s other roles include SXSW speaker, contributor and account planning instructor at Academy of Art University and Miami Ad School.

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

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. Read more