Case Study: Más by Messi × Johnny Baru Media
Ft. Lauren Sesselman Inspired by the Messi Legacy
The Launch of a Global Brand Activation and Campaign
WE REENACT THE MOMENTS THAT MADE THE WORLD STAND STILL.
For Más by Messi, we turned that dream into action three legendary goals reborn to launch the 1 v 1 World Crown Tournament.
5 Cities. 1 Game. 1 Shot. 1 Champion.
We’ve all dreamt of being one of the greats.
We’ve all imagined, replayed, and relived the plays that defined the game.
This campaign gave fans that feeling again the rush of being Messi.
Through this Más by Messi brand activation we brought those memories back to life connecting fans, culture, and the game that unites us all.
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The Mission
Every futbol fan has dreamed of being one of the greats.
We’ve all re-enacted the impossible goal, the back-heel, the chip in driveways, alleys, and parks under the lights.
That feeling the one that connects dreamers to legends is what fuels the culture.
For Más by Messi, the challenge wasn’t awareness it was activation.
They wanted to reconnect fans to that childhood spark and motivate them to compete for real: the 1 v 1 World Crown Tournament…1 game, 1 shot, 1 champion.
Five global stages: Los Angeles, Toronto, London, Dublin, Miami.
One message: If you’ve got game, prove it.
The Challenge
Messi’s legacy already inspires billions, but inspiration alone doesn’t fill tournament brackets.
The brand needed content that made players feel the energy of competition and act on it.
Our mission: design visuals that connected fans → culture → conversion.
The Collaboration
That’s where Johnny Baru Media came in.
We partnered with former professional soccer player Olympic and PanAm Medalist Lauren Sesselman, to recreate three of Messi’s most iconic goals each one a time capsule of passion and precision.
To pull audiences straight into the memory, we synced original match commentary to the reenactments to moments in time that live rent free in every fan’s mind.
The visuals leaned raw, textured, and true not over produced but lived in.
We wanted fans to relive the legendary goals but more importantly we wanted them to feel them again.
The Creative Approach
We built the campaign on three cultural truths:
Every player has imagined being Messi.
Every fan remembers the moment greatness happened.
Every brand needs to bridge nostalgia with the now of today.
So we designed a third-place experience that emotional space between the street and the stadium where brand, community, and play collide.
Our Framework
Relatability: recreate the goals we all once tried to copy.
Authenticity: lean into the sound, texture, and rhythm of real futbol life.
Conversion: funnel that emotion directly into 1 v 1 World Crown sign-ups across five global cities.
The Execution
Re-Created Goals: 3 iconic Messi finishes with celebrations
Built emotional nostalgia and fan identification
Audio: Original commentary
Triggered authentic memories
Athlete: Lauren Sesselmann
Added representation and credibility
Visual Tone: Textured, high contrast ad imagery
Built cultural identity and recognition
Distribution: Instagram ads and organic rollout worldwide
Drove engagement and tournament sign-ups
The Results
-78 K + views to date (and growing)
-Global reach across Los Angeles, Toronto, London, Dublin, and Miami
-Thousands of fans converted into 1 v 1 World Crown registrants
-Strengthened brand loyalty and cultural equity within the futbol community
This was a brand activation and global invitation to play.
A movement that turned spectators into participants and fans into brand ambassadors.
The Transformation
For Más by Messi, this project bridged the gap between legacy and today’s player.
For consumers, it reignited the feeling of chasing greatness the what if that lives in every goal celebration.
And for brands watching, it proved that when you combine emotion, culture, and a clear call to action, connection becomes conversion.
The Takeaway
Partnering with Johnny Baru Media means every visual earns its keep.
We don’t shoot throw away content we create hero visuals that make you money. This brand activation drove sign-ups, sales, and visibility.
We help brands:
Build cultural credibility through authentic visual storytelling
Create campaigns that turn emotion into action
Deliver assets that drive sign-ups, sales, and community
WANT TO BE A SIGNED CLIENT?
APPLY TO JOIN THE JBM ROSTER.
Shooters shoot…we build visuals that make you money.