For the return of adidas’ iconic 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, using animation to demonstrate the boot's qualities and the power of the brand.

The film begins in silence. Building tension and suspense rapidly, making viewers feel uneasy. The boot lurks in the shadows – only exposed through flashes of harsh light, revealing its contours and high-tech attributes. It breathes. It lives.

Dynamic camera angles and macro shots highlight the boot's life-like qualities. Showing off its tension and stretch close to camera, Predator contracts aggressively, ready to strike. It's revealed at high speed before ramping down to slow motion. The harsh surface ripples and grows organically, ridges rise; like veins. Following the spine, studs force through the surface aggressively; like a brutal set of teeth. Predator is ready to unleash onto its prey with deadly precision.

Launched with a global in-store and online campaign on 17th November 2017, the product film featured on adidas Football Instagram, Twitter, Facebook and You Tube 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.