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Messi kicks off in Barcelona for Adidas

adidas messiAdidas has released a blazing new commercial starring Argentinian footballer Lionel Messi.

Filmed in Barcelona at night, it features up to 20k projections of the famous star running along the streets, across cars and landscapes, before eventually turning into a panther.

20k, 10k, 7k, and 3k projectors were fixed to cars, bikes and a body harness to create the images of the footballer in action, smashing a ball through the Spanish city.

The ad comes from agency iris Worldwide and was conceived by Radical Media director Luc Schurgers and iris creative director Adam Fish. Projection design and animation was created by London’s The Mill.

Promoting the star’s new adizero F50 boots, the spot ends with the strapline, ‘More than just a boot’.

For information about filming in Spain, such as tax breaks and permits, click here.

Want to see more of Messi in action? Then check out the footballer in Samsung’s eye-popping seven-minute CGI film, as featured in our top 5 World Cup commercials.


Agency – iris Worldwide
Deputy Creative Director – Adam Fish
Art Director – Ollie Agius
Copywriter – Pete Ioulianou
Account Director – Simon Yoxall
Account Manager – Ben Buchanan
Producer – Rachael Young

Production Company – Radical Media
Director – Luc Schurgers
Exec Producer – Ben Schneider
DOP - Jan Richter Friis

Animation – The Mill London
Executive Producer – Luke Colson

Edit & Sound – Unit Media


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