Adidas’ launch of their newest Predator boot brought hundreds of youths to a disused postal office in central London. They shot the commercial over the course of a week bringing one of the countries top directors for immersive theatrical events; Punchdrunk’s Hector Harkness. The idea was to give each person an individual gaming experience, making them believe it is them within the game.
Dominic played the character Cage. An ill mannered army officer out to put the new recruits to the test. Each shot was improvised and took the whole journey with each competitor through the ‘game’ which involved two agility football courses. The advert hopes to win Best Commercial at the next Cannes Advertising festival.
Director- Hector HarknessIntruder Deny Everything