Leo Messi debuts first-ever fragrance with Born Bred Talent and BCM Group campaign
Football icon Leo Messi has released his debut fragrance via an international campaign from Born Bred Talent and BCM Group.
The “integrated social, advertising, digital and POS” campaign uses a 45-second film that places Messi in a mirror world of reflections, spotlights and a voiceover acknowledging the different sides of the star player. The visual also centres on the award-winning athlete’s fragrance contained within “a bold, sleek deep blue bottle”.
The advertising campaign is a full-scale collaborative work that combines the resources and skills of BCM Group; Smuggler – an international production organisation and studio; Game On Product Group – specialists in licensing and product development; and Born Bred Talent.
Choreographer and director C Prinz – whose career credentials include working with British pop star Charli XCX, American singer Billie Eilish and actress Zendaya – also collaborated on the work.
“A huge part of the importance and success of a fragrance is the advertising campaign, so there was an enormous task at hand to create something that represented both the fragrance and Messi’s own brand,” said Game On Product Group’s managing director, Daryl Czarny.
“The final creative shows exactly that coming to life, which has been a real team effort with experts from all corners of the globe coming together to make magic happen.”
Fellow Game On Product Group managing director, Elliot Rubenstein, added: “We are extremely proud of what we have all accomplished here. Everyone worked tirelessly to create a world class advertising campaign with the results truly surpassing all expectations.”
The creative decision to capture Messi’s various sides was intentional, according to co-creative directors at BCM Group, Shaun Egan and Sam Boyd.
“Messi’s brand speaks for itself, but the campaign peels back the layers and public perceptions to convey the unseen sides of the athlete we all know and love,” Egan said.
“We’ve used a really simple but powerful duality in ‘more than we see’ to connect the unseen sides of Messi with the product itself as a scent that says something to the world about you, without being visible or seen,” Boyd added.
BCM Group’s managing director and partner, Phil McDonald, praised Game On’s contribution to the work, saying: “It’s not every day that you are entrusted with bringing a global brand to life, in partnership with the greatest footballer in history, but the Game On team did and for that we are extremely grateful. I can’t wait to see this brand fly off shelves around the world.”
Credits:
Client: Game On Product Group
CEO Chemist Warehouse: Damien Gance
Managing Director: Daryl Czarny
Managing Director: Elliot Rubenstein
Creative Lead: Rhian Joseph
Creative Agency: BCM GROUP
Managing Director: Phil McDonald
Creative Director: Shaun Egan
Creative Director: Sam Boyd
Head of Broadcast & Content Production: Ann Reilly
Group Account Director: Jana Tann
Digital Design Lead: Max McDonald
Born Bred Talent
General Manager: Steph Scicchitano
Production Company: SMUGGLER
Director: C Prinz
Executive Producers: Patrick Milling-Smith, Brian Carmody, Carlin Wilson-Webb
Head of Production: Alex Hughes
Producer: Ashley Roberts
Production Supervisor: Chad ‘Frenchie’ Alburtis
Commercial Co-ordinators: Patty Courtland, Shauna Womack
1st AD: Shawn Thomas
Director of Photography: Xiaolong Liu
Production Designer: John Richoux
Key Costumer (Celeb): Veronica Volpi
Offline Editing: Cabin Edit, London
Editor: Amber Saunders
Edit Assistants: Aiden Jordan, Chris Day
Edit Producers: Dave Frost, Caylee Banz, Amber Clayton, Joanna Dawson
Executive Producers: Ruth Minkley, Kayt Hall
VFX & Online: Cutting Edge, Brisbane
Creative Director: Zenon Kohler
VFX Supervisor/Lead Compositor: Steve Leacey
Compositors: Benjamin Ying and Bruno Ribeiro Profeta
Motion Designers: Brad Coomber, Victor Bandeira
3D Artists: Phil Jackson, Leyton Brown
Executive Producer: Trelise Blade
VFX Producer: Sarah Taylor
VFX Coordinator: Rylee Bannan
Music / Audio:
Composer: Joaquin Pastor
Sound Design & Mix: Joaquin Pastor
Strings performed by: Simone Porter
Additional Sound: Cutting Edge, Brisbane & Ark One Studios, Buenos Aires
Grade: Blacksmith.TV New York
Colorist: Mikey Pehanich
Color Assist: Matt Gehl
Color Producer: Adam Vevang
Photography
Photographer: Israel Rivera
Stills Producer: Carolina Gesser
Stills Assistant: Julio Carlos
Digi Tech: Andrew Claridge
Senior Retoucher: Rebekka Lee Johnson
Additional Product Photography: Chris Crawford
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