Hunt or Be Hunted.

To launch its new Battle Pack soccer boots at the 2014 World Cup, adidas wanted a spot that captured the essence of a soccer player going to war. This spot was part of the series of campaigns developed by TBWA\Chiat\Day for Adidas alongside the “Brazuca” Campaign for the launch of their new official football, and “The Wake Up Call” their World Cup anthem spot. The black-and-white spot marked a departure from the brand’s traditional performance-driven, live-action commercials. Inspired by classic Greek sculptures of athletes, the concept implied action, energy and speed without using any actual animation. The unconventional production process required 3D scans of players in game-action poses and the faces of Native American and Aztec warriors. The film was cut to a strong driving beat and carried by the script that, to this day, still gives me goosebumps.