The campaign peels back the layers and public perceptions to convey the unseen sides of the athlete.
The debut fragrance from footballer Leo Messi has launched internationally via an integrated social, advertising, digital and POS campaign from BCM Group, in partnership with Born Bred Talent.
Messi The Fragrance, the bespoke men’s perfume by Game On encapsulated in a bold, sleek deep blue bottle, takes centre stage alongside the legend himself in the global campaign which features rapid scenes of mirrored reflections and a moving narration to capture the many sides of Messi.
Game On product group managing director Daryl Czarny said a huge part of the success of a fragrance is the advertising campaign, so there was an enormous task at hand.
"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," Czarny said.
BCM Group’ co-creative director Shaun Egan said 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’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," says BCM Group co-creative director Sam Boyd.
BCM Group partner and MD Phil McDonald said it’s not every day the team is entrusted with bringing a global brand to life.
"I can’t wait to see this brand fly off shelves around the world," McDonald.
The campaign is launching internationally across North and South America, Europe, Asia, Australia and NZ, with the fragrance to be sold across major retailers such as JC Penney and exclusively at Chemist Warehouse in Australia.
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
