Más by Messi
Created a campaign film and photograhy series with Lauren Sesselmann for Más by Messi reimagining three of Messi's most iconic goals and celebreationsas a brand activation tied to the 1v1 World Crown Tournament. The work was built to connect nostagia, performance and fan emotion through visuals designed to drive attention, cultural resonance, and sign ups across multiple global cities.
Category:
Campaign Film + Photography
Author:
Johnny Baru Media
Read:
4 mins
Location:
Los Angeles, CA
Date:
May 21, 2024
The Memories Defined the Campaign
For Más by Messi, the assignment was bigger than campaign photography alone. The project called for a visual activation that could reconnect fans to the moments that made Messi fell larger than the game itself. The goals, celebrarions, the memories that players and fans have replayed for years. Working with Lauren Sesselmann, the concept centered on recreating three of Messi's most iconic goals and celebrations through both film and product photogrpahy. The campaign was tied to the launch of the 1v1 World Crown Tournament, where the real goal was not just awareness, but participation. The work needed to be felt immediately, needed to be recognizable, and emotionally charged enough to move fans from a place of memory and in to action.
Continuation of Legacy Into A Living Campaign
The creative direction leaned into a simple truth: football culture is built on the reenactment and dreams of its most iconic nostalgic moments. Every player has imagined scoring the impossible goal. Every fan remembers where they were when greatness happened. That insight shaped the structure of the campaign. The film became the emotional center of the work, built around reenactments of some of the most defining Messi moments, with celebrations included to deepen recognition and fan connection. Photography supported the campaign by extending that energy into rollout-ready product frames and stills that could live across social, promotional, and activation touchpoints. We wanted to keep the campaign in the same pockets of emotion that connected fans to not just football culture but also the Más by Messi brand.
Emotion and Nostalgia
The final campaign gave Más by Messi a stronger visual system for activating fans around the 1v1 World Crown Tournament across Los Angeles, Toronto, London, Dublin, and Miami. More than a tribute to Messi's legacy, the work functioned as a bridge between memory and participation using reenactment, athlete credibility, and campaign ready visuals to turn nostalgia into movement. For Johnny Baru Media, the project was a reminder that the strongest campaign work does more than capture attention. It creates recognition, emotional pull, and a reason to act. When film and photography are built around the right cultural memory, the work carries further than hype alone.
