To celebrate the 20th anniversary of Predator; adidas’ signature football boot, MPC Creative (the creative production arm of MPC) have developed a total of 19 online films as part of a broader multimedia campaign. The video series leads with the ‘Instinct Takes Over’ hero 60” film featuring German World Cup winner and Arsenal midfielder Mesut Özil.
The spot showcases Özil’s predatory instinct by integrating a variety of animal textures across his moving frame. The effect was achieved combining live-action with cutting edge graphics from MPC’s Motion Design Studio.
MPC Creative’s John Sunter, was both the creative director and director for all the films. Ben Jones co-directed alongside John for the Özil shoot. John Sunter said “As Mesut Özil is the player who gets in the right place at the right time; we focus on a premonition of what Özil sees through his mind's eye.
As he launches his attack, a variety of graphical representations of predatory beasts grow over his body, empowering him to take down his prey. We developed a strong visual technique and applied designed bestial features using a combination of sophisticated CG and compositing”. He goes on to say "We wanted the hero film to stand apart from anything that has been seen before. Celebrating both the radical design of the product and the nature of all things predatory”.
The wider online campaign is supported by a range of product films, each focusing on an innovative design feature, as well as additional creative to promote forthcoming products in the range. MPC’s Head of Creative Strategy, Ben Cyzer, said "The work we have developed for adidas demonstrates MPC Creative's full capability. An end to end solution incorporating creative development, direction, production and VFX all in-house".