Beats x Messi Creative Treatment
Objective:
To create a visually striking and emotionally compelling campaign around Lionel Messi, highlighting his unparalleled status in the world of football. The campaign aimed to connect with a global audience by leveraging Messi's iconic status while aligning with Beats by Dre's brand identity.
Concept Overview
Central Theme:
The campaign was built around the concept of Messi as the "King" of football. This theme was designed to convey Messi's dominance on the field and his larger-than-life persona. The narrative aimed to position Messi not just as a footballer, but as a transcendent figure whose influence extends beyond the sport.
Creative Approach
Mixed Media Execution:
The creative treatment utilised a mixed media approach, incorporating archive match footage, still image collages, and advanced video techniques. The goal was to craft a high-paced 30-60 second video that would capture the essence of Messi’s brilliance and his commanding presence on the field.
- Archive Match Footage:
- Premium Treatment: The match footage was treated to feel premium and distinguished. Messi's actions were highlighted against a backdrop that made everything else appear irrelevant or dark, emphasizing his supremacy.
- Visual Isolation: By creating a stark contrast between Messi and his surroundings, the footage aimed to visually communicate how Messi stands out as a singular talent in the football world.
- VFX and Video Techniques:
- Energetic Feel: Techniques like night vision and CCTV were employed to introduce an energetic and dynamic feel to the video. These elements were chosen to reflect the intensity and focus with which Messi plays, as well as the sometimes gritty reality of the sport.
- Light Leaks and Textures: These were used as a cohesive element to tie the various visual components together, ensuring a seamless flow while maintaining high energy throughout the video.
Mood and Visual Storytelling
The Mood:
The visual storytelling aimed to evoke a sense of awe and reverence, positioning Messi as the undisputed king. The creative treatment sought to balance this grandeur with a raw, almost primal energy, reflecting both the elegance and intensity of Messi’s game.
Key Visual Elements:
- Darkness and Light: The use of darkness around Messi in the footage symbolized his unmatched brilliance, as though he illuminates the pitch single-handedly.
- Textures: Textures were used to add depth and richness to the visuals, enhancing the overall premium feel of the video.