I was asked by two spanish friend of mines ( Julio and Cesar ) who worked at TBWA to help them out in the the task of relaunching the adidas Predator, football’s most legendary boot, with custom type and design.

The revolutionary Predator20 uses demoskin technology® (406 spikes!) promising more spin on the ball than any other boot in the world. We thought this technology turned the Predator boots into an unfair advantage, and so we imagined how the football world would react to its launch.

That’s how our global campaign 100% UNFAIR was born. Featuring some of adidas’ biggest football names such as David Beckham, Paul Pogba and Dele Alli, our film highlights their unfair advantage in big game moments, in training, even in FIFA. The main film kicked off on January 2020 in global markets including US, UK, Europe and Asia.

Role Design / Illustration