Nicely earlier than NFL star Tom Brady retired from skilled soccer, his off-field legacy was starting to take form via a enterprise that’s grown from a handful of individuals devoted to optimizing the quarterback’s social media alternatives to a multidimensional artistic studio with about 20 staff throughout the nation.
The corporate known as Shadow Lion, and it was based in 2017 by a core group together with Brady’s longtime supervisor Ben Rawitz, Jeff High-quality (who occurs to be Rawitz’s brother), and Gilad Haas who beforehand labored for Brady’s New England Patriots teammate Julian Edelman. The agency is one of some celeb based advertising businesses — suppose: Ryan Reynolds’ Most Effort — which have cropped up in recent times.
The buzzy Hertz commercials? That was them. The Emmy-winning collection Tom vs. Time? That too.
However within the years for the reason that artistic studio was based to advance Brady’s off-field endeavors, they’ve expanded properly past the lion’s shadow, so to talk. They’re specializing in audience-specific content material, whether or not that’s a 10-second social clip or a 30-minute docuseries, and aspire to be a family identify on the subject of creating standout artistic work, just like what A24 is doing in Hollywood. They’ve constructed a roster of purchasers together with among the largest manufacturers on the market, like Pepsi, Hasbro, Underneath Armour, Aston Martin, Meta, Peacock and the NFL, and have labored with elite athletes like JJ Watt, Zdeno Chára and Mookie Betts.
“While you see a Shadow Lion undertaking, whether or not it’s a marketing campaign for a model, or a movie, TV or audio undertaking, we wish it to be synonymous with high quality,” says Haas, Shadow Lion’s managing director. “We wish individuals to hunt out the issues we’re producing as a result of they’re followers of the creatives now we have and the content material we produce.” (With a number of yet-to-be-announced unique content material initiatives within the pipeline, they’re properly on their means.)
Rawitz, High-quality and Haas talked with The Hollywood Reporter about how Madden 2018 sparked the launch of Shadow Lion, why “ego is the enemy” and the place the corporate is headed subsequent.
How was Shadow Lion fashioned?