Football legend Messi goes platinum with new AI-powered fragrance campaign

Game On Product Group has unveiled MESSI Platinum, the latest addition to its fragrance line inspired by football legend Leo Messi, with a new global campaign created by independent agency BCM Media and Creative.

Rolling out globally this month, the integrated campaign continues BCM’s creative direction for the MESSI fragrance brand, marking the next evolution in its partnership with the sporting icon.

Produced entirely in-house at BCM’s production facility, the campaign combines AI and 3D VFX technologies to create full CGI environments seamlessly blended with live-action footage and compositing. It also features AI-driven music composition and sound design, underscoring BCM’s integrated approach to creativity and technology.

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In the campaign film, the football legend stands at the entrance of a seemingly endless corridor, its platinum walls subtly shifting around him. As he walks forward, the path transforms, guiding him through a journey of anticipation and discovery. At the corridor’s end, a podium emerges, showcasing the MESSI Platinum fragrance. Messi confidently lifts the bottle, turning to the camera as his voice declares, “Platinum by Messi.”

The new work builds on last year’s “Messi, More Than We See” campaign, which introduced the brand’s signature “hall of mirrors” motif and tagline—now closely tied to the MESSI fragrance identity. This next phase reinterprets that concept with a sleek, futuristic aesthetic designed to reflect both Messi’s essence and the sophistication of the MESSI Platinum scent.

The campaign will air across the US, Asia, South America, Europe, Australia, and New Zealand over the coming month.

Complementing the global campaign, an activation was held at 1v1 World Crown in Miami, where fans engaged with a cardboard cutout of Messi for a chance to win a signed jersey. Visitors could also participate in a guessing game to win prizes by correctly estimating the number of soccer balls in a box. The activation offered attendees the opportunity to explore the brand’s latest offerings, including MESSI Platinum and the new sports fragrance line too. 

The earlier “Messi, More Than We See” campaign delved into the many layers of the football legend, portraying his humility, depth, and authenticity through a striking visual journey of endless reflections. Each mirror revealed a different facet of Messi—his passion, dedication, and quiet strength—symbolising the depth behind his composed exterior.

The fragrance itself mirrored this narrative. Designed with sharp, light-reflecting edges and the iconic Messi logo, the bottle embodied the multifaceted nature of the man behind the legend. Much like the scent, Messi’s impact is powerful yet understated—an invitation to embrace one’s inner strength and authenticity beyond what meets the eye.

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