Messi Blazes Through Barcelona in Spectacular Adidas Light Projection Stunt
Brand Celebrates Soccer Star's Return From Rio and Promotes New Adizero f50 Boots
Aug 04, 2014
After the triumphs of the World Cup, the Argentinean soccer star Lionel Messi is back in Barcelona -- and Adidas celebrates his return in this spectacular launch stunt for its new Adizero F50 Messi boots. The film uses 20k, 10k, 7k, and 3k projectors fixed to cars, bikes and a body harness to create the impression of Messi blazing through the city like a fireball. As he changes shapes, from a whirlwind and a panther, we glimpse the city's famous architecture (and finally, its Camp Nou soccer stadium). Iris Worldwide was the agency, with the the concept conceived by Radical Media director Luc Shurgers and Iris CD Adam Fish. The projection design and animation were created by The Mill.
According to director Luc Shurgers, the stunt happened outdoors, on real streets, not on a closed-off set. During production, the team even "got pulled over by the cops and had to break for a couple hours," he said.