TONE

Playful

Dominance

Our tone reflects the larger-than-life personality of the franchise. Predator is pure aggression with a twinkle in the

eye. Self-confidence legitimized by self-awareness. Intensity softened by charm. Aggravation permitted by humor. We

push rebellious optimism to new heights. Rather too much than too little. There’s no winding it in or dialing it down, no

thinking before we talk. This is rapid-fire, loose and informal. Casual even. Acting on instinct before considering the

consequences. No apologies. Ever.