Messi x adidas Miami

Campaigns FilmCreative direction · Brand toolkit2023

Play with sound

Official adidas work around Messi's arrival in Miami — the "Coming to America" moment. Creative direction and content production.

Creative direction
Brand toolkit
Retail graphics
Activation
Photo direction

Client: adidas
Year: 2023
Credits: adidas, IKONICK

Film

The arrival film for Messi's first days in Miami, released by adidas.

Retail graphics

The five key visuals used in stores, windows and online.

Messi walking into pink smoke crowd

Kid in Messi 10 jersey, pink smoke alley

Messi 10 back silhouette

Girl in Messi jersey under pink sky

Pink clouds over Earth

In store

The graphics installed: the wrap on adidas headquarters and the New York store windows.

Building wrap and store windows

Building wrap and store windows

Miami arrival

The launch stunt: a container ship carrying the artwork and a helicopter over Biscayne Bay.

Cargo ship with helicopter, Miami skyline

Cargo ship and helicopter over Biscayne Bay

Cargo ship and helicopter over Biscayne Bay

Brand toolkit

The guidelines every adidas team worked from: the two lines, hero images, color and gradients.

Leo Messi brand toolkit

Leo Messi brand toolkit

Leo Messi brand toolkit

Leo Messi brand toolkit

Leo Messi brand toolkit

Leo Messi brand toolkit

Kit shoots

Contact sheets from the Inter Miami and Argentina kit sessions.

Inter Miami kit shoot – contact sheet, page 2 — Inter Miami kit shoot – contact sheet

Inter Miami kit shoot – contact sheet, page 9 — Inter Miami kit shoot – contact sheet

Argentina kit shoot – contact sheet, page 4 — Argentina kit shoot – contact sheet

Argentina kit shoot – contact sheet, page 5 — Argentina kit shoot – contact sheet

Social templates

Bienvenido Miami, the social series built on the toolkit.

Bienvenido Miami – social template, page 2 — Bienvenido Miami – social template

Bienvenido Miami – social template, page 6 — Bienvenido Miami – social template

Bienvenido Miami – social template, page 9 — Bienvenido Miami – social template

Behind the scenes

On set with Messi.

Press

TODAY, Goal and the trade press covered the windows and the ship; the artwork ran on adidas.com.

Press coverage of the New York store windows

Press coverage of the New York store windows

TODAY show coverage

Artwork on adidas.com

Artwork on adidas.com – Win with Messi

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