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EA Sports X TB

In 2017, EA Sports approached Shadow Lion with the creative task of promoting Tom’s first appearance on the cover of their popular NFL video game. Drawing from the popular “Madden curse” theory, we crafted a satirical digital short that poked fun at the Madden curse and Brady’s illustrious health techniques. 

It became, at the time, the highest engaging branded post on Tom’s social channels and it only took him 45 minutes to film. 

Fast forward to 2022 and another appearance by Tom alongside Patrick Mahomes on the cover of Madden, a similar creative need arose from our partners over at EA. In a nod to the success of Tom’s last appearance in the safety bubble, we poked fun at the differences between Tom and Patrick’s required “protective equipment” as cover athletes and cast Tom in a new light as the main character in a sitcom where he tries to hassle some of his old buddies to play Madden with him. 

Creating such diverse tones for the same brand requires trust and a willingness to have open, laid back and real conversations. This is an element of our “secret-sauce” that we bring to every project and the core of how we’ve built such a fulfilling, long-lasting relationship with EA.

What stuck out to me immediately was the efficient nature at which [Shadow Lion] could create highly engaging content, from creative brief to delivery, under extremely ambitious timelines. They’ve changed the perspective we have on content creation due to their creative flexibility and always ambitious attitude. We have relied on Shadow Lion to get the job done under all the circumstances, and will continue to do so into the foreseeable future.

Ty StoverEA Sports, Athlete Marketing Lead


We are a creative studio. We live at the intersection of strategy, production and post.

  • Strategy

    • Creative
    • Campaigns
    • Measurement
    • Influencer Marketing
  • Production

    • Unscripted
    • Commercial
    • Social Media
    • Audio
  • Post

    • Editing
    • VFX
    • Animation
    • Delivery

Our Clients

  • NFL company logo
  • Pepsi company logo
  • VISA company logo
  • Fox Sports company logo
  • Hertz company logo
  • Under Armour company logo
  • Fanatics company logo
  • Bounty company logo
  • Peacock company logo
  • Aston Martin company logo
  • Hasbro company logo
  • Michelob Ultra company logo
  • Religion of Sports company logo
  • IWC SCHAFFHAUSEN company logo
  •  EA Sports company logo
  • Molson Coors company logo
  • Leinenkugels company logo
  • Autograph company logo
  • Meta company logo
  • TB12 company logo

Shadow Lion was founded in 2017 with the goal of supporting Tom Brady’s off-field media efforts. Leaning on insights from those experiences, we quickly began providing creative services to other athletes, influencers and organizations as well.

Our creative philosophy is simple: move people.

No matter the medium, better storytelling and better content will always lead to higher and more quality engagement. We are the creators and the audience, which gives us a unique perspective on how to create impactful content that people actually want. We develop and execute, which allows us to cut out expensive "middlemen" by developing original creative and then executing with top-notch production. Ultimately, we’re always looking to create visceral reactions. From the heart, to the heart.

Our team

  • Team Image for Gilad Haas

    Gilad Haas

    Managing Director

  • Team Image for Ben Rawitz

    Ben Rawitz

    Partner / Producer

  • Team Image for Jeff Fine

    Jeff Fine

    Executive Creative Director

  • Team Image for Colby Blanchet

    Colby Blanchet

    Creative Director / Partner

  • Team Image for Alana Battalino

    Alana Battalino

    Account Manager

  • Team Image for Kevin Bonner

    Kevin Bonner

    Creative Director

  • Team Image for Mark Bonner

    Mark Bonner

    Social Media Coordinator

  • Team Image for Nicole Gamboa

    Nicole Gamboa

    Account Manager

  • Team Image for DJ Jamiel

    DJ Jamiel

    Director of Production and Operations

  • Team Image for Ryan Lago

    Ryan Lago


  • Team Image for Dan Levy

    Dan Levy

    Creative Director

  • Team Image for Bre Longo

    Bre Longo

    Director of Strategy & Planning

  • Team Image for Trevor MacKinnon

    Trevor MacKinnon


  • Team Image for Alex Monto

    Alex Monto

    DP / Editor

  • Team Image for Ben Stone

    Ben Stone

    DP / Editor

  • Team Image for Kerriyon Tillman

    Kerriyon Tillman