"I'm a hunter, and greatness is my prey," says NFL player JJ Watt as he heads off for an intense early morning workout in this moodily dark-hued spot from Reebok.
The spot, by Iris Atlanta and directed by A Common Future at Unit9, shows the Texans' defensive player rising at 3.30AM and driving off to work out in what looks like a gym hidden in an abandoned warehouse. Hoodie-clad, he looks more like he's off to commit an unspeakable crime than pump some iron, and the narration matches the threatening tone: "I work in the darkness, unseen by those who doubt me," he says. "I'm relentless in my preparation, and soon I'll be coming for them." Scary.
Watt, who signed an endorsement deal with Reebok last year, also revealed a new logo for the Reebok campaign via his Twitter account.