Brand story
Photography
How do you turn an iconic boot launch into a magazine experience in just five days?
For the launch of the latest adidas Predator, adidas approached FourFourTwo as a key media partner to create a dedicated editorial supplement celebrating one of football’s most recognisable boots.
Bound into an issue of FourFourTwo magazine, the special combined original photography, editorial storytelling and product-focused content to create something that felt credible to football fans while giving the new Predator a launch moment of its own.
From initial concept to final production, the entire supplement was created in around five days.
The Challenge
Predator already carried huge cultural weight within football. The challenge wasn't simply to introduce another new boot — it was to connect the latest release with the attitude, history and identity that had made Predator iconic.
We also had an exceptionally compressed production schedule.
In roughly five days, the project had to move from concept through commissioning, shoot production, photography, editorial design and final artwork ready for print.
The result needed to feel considered and premium despite being produced at extraordinary speed.
The Strategy
I treated the supplement as an editorial celebration of Predator culture, rather than a traditional product brochure.
The new boot became the centrepiece, supported by photography and commissioned editorial that connected the launch with the wider story and personality of Predator.
By combining strong product imagery with a more expressive football-led feature shoot, I could create a visual rhythm that moved between product detail and the energy associated with the boot.
My Role
As Art Director, I led the creative and visual direction of the supplement from initial concept through to final print delivery.
Working within the five-day turnaround, I developed the creative approach, commissioned and art directed the photography, shaped the editorial structure and worked closely with the editorial team to commission the written features.
I art directed Matt Beedle on the dedicated product photography, while Stuart Manley and Tom Watkins shot the cover and main feature imagery.
I then brought photography, typography, editorial and adidas product storytelling together through the design of the finished supplement.
My responsibilities included:
Creative concept and visual direction.
Supplement design and editorial art direction.
Cover and feature shoot art direction.
Product photography art direction.
Commissioning photographers and collaborating with editorial.
Shaping the structure and pacing of the supplement.
Overseeing production through to final print artwork.
Delivering the entire project within an approximately five-day turnaround.
