Designed for the urban runner, Reebok ZQuick's outsole boasts automotive tire technology to outmaneuver unpredictable city terrain. Paralleling the concrete jungle to an ominous predator, we played on a cinematic lexicon of danger using deep shadows, low angles, and foreground obstructions to achieve our aesthetic. I helped design the campaign toolkit in a variety of touchpoints, from location scouting to photography, as well as concepting, art direction, and production.