Adidas - Predator
We helped re-launch the most iconic football boot in history to a generation of kids who devote more time to playing Halo than kicking a ball around. So we converted an abandoned warehouse into a life-size computer game, to set the stage for our 5 day immersive theatre production. The mission? Get the ball from one end to the other. Score. And don’t get shot. They had to use the skills you can only learn on the pitch, to defeat an enemy you only ever find on the screen. Within 24 hours the event had sold out, with players, gamers, bloggers and superstars preparing to fly in from around the world to make history. We then transformed the game’s top scorers into avatars in posters designed for the most important media site in the world – their bedroom walls.