As part of the campaign, a life-action football video game was created in London. The posters lived alongside this. The shapes created by the footballers as they played become pixelated graphic representations, alluding to the video game reference of the live event. The posters were given to the winners of the live video game.

The bedroom wall is a place for heroes. We made the kids themselves the heroes of our posters. When Adidas staged the Predator Instinct event, 100s of kids turned up and took on a cool unique challenge where the worlds of football and gaming collided. These posters celebrated them, using pixelated pictures born out of their half football / half gaming experience.