For the return of the iconic adidas Predator football boot, we took inspiration from the ways a real predator stalks its prey to thrill loyal fans and engage a new generation with an online film.

Through sound design, we immersed the viewer in the sensation of fear a player instills in their opponent on the field.

The film begins in silence, building tension and suspense rapidly. It breathes. It lives.

Inspired by tensions and distortions created with unusual sound effects, we art directed a bespoke audio-track to enhance the product film and mirror the sense of fear instilled by a predator stalking its prey. Animalistic, natural and synthetic sound layers create eerie builds and uncontrollable pulses; an uneasy and thrilling experience.

Launched with a global in-store and online campaign on 17th November 2017, the product film featured on adidas Football Instagram, Twitter, Facebook and YouTube as well as the adidas website and app.

adidas Football has called the Predator product film its most successful product video to date. The film received over 150,000 views within two hours of being posted on Instagram (@adidas_Football) and over 1 million views on YouTube.