Predator

To celebrate the 20th anniversary of one of the most iconic football boots ever, adidas created fourteen brand-new Predator boots. To show that the predator boots allows instinct to take over, we literally put next generation footballers eye-to-eye with the worldʼs most dangerous animals.

We were briefed to produce an e-retiler-first showcase of the Predator boot lineup, that highlights the bootʼs features and shows the user itʼs raw predator instincts. Together with Make ʼem Say, we created 3D models of animal eyes, one for each boot. The eyes are blinking, looking around and staring at the user, slowly morphing from one predator eye to another. Through the eyes you can see the boot, clicking it takes you in to the eye where the boot is floating, to explore itʼs features.

AGENCY
DDB & Tribal Amsterdam
MY ROLE
Lead Designer
YEAR
2014
3D MODELING + ANIMATION
Make 'em Say
UX DESIGNER
Jan-Willem Heining
CREATIVE TEAM
Jeroen Thissen + Alex Herwig
AWARDS & MENTIONS
FWA Site of the day
FWA Mobile of the day
Awwwards Site of the day
Webby Awards nomination :
Interactive Advertising & Media
Webby Awards honoree :
Websites/Best Visual Design - Aesthetic
SEE THE ANIMATED EYES IN ACTION

EYE TO EYE

Each boot is connected to a specific predator. Together with Make ʼem Say, we developed 14 photorealistic 3D animated eyes as the base of the experience. The audio for each eye is custom designed. The realistic growling, breathing and hissing really makes you feel like you are only an inch away from the animal.

EXPLORING THE BOOTS

Each eye is an interactive gateway to a different boot. Upon entering the eye each boot is animated in such a way that it seems to float in the space. We used high-resolution photography (and no 3D renders) to represent the boots as realistically as possible. By navigating various angles, users learn more about all its unique features and watch video clips of the boot and its spokesperson, Mesut Özil.

SEE THE TRANSITION FROM EYE TO BOOT

FLASH OF INSTINCT

A transition from each eye to a boot we see a ‘flash of instinct’. This is a quick sequence of action shots of footballers combined with footage of hunting predators. Each flash is custom made for that specific predator.

MOBILE

For mobile users we developed a custom experience with a touch friendly user interface and simplified interaction design with buttons you can’t miss.

MOST VISITED

Most-visited online product experience for adidas Football ever.

PRODUCT INTERACTION

People interacted with the product 4 times longer than average.

OFFLINE

The 3D eyes were also picked up by other channels as; print, events, in-store and on-field.

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