Using AI and 3D VFX technologies.
International sport star Leo Messi is launching his new fragrance, Messi Platinum, in a campaign via BCM Media and Creative.
The client, Game on Product Group, will launch the fragrance globally this month.
“Our creative and production team has brought together the latest AI technology across design, visual effects, editing, voice over and music composition, to bring the new, global PLATINUM campaign to life,” said BCM Group CEO Phil McDonald.
“The reaction of millions of fans around the world in the first few days of the campaign proves that if the idea is born of the technique and we create with the perfect balance of authenticity and AI-infused technology we can produce powerful work and deliver large-scale efficiencies for our clients."
All campaign elements use a combination of AI and 3D VFX technologies, creating and blending full CGI environments with live-action footage and compositing, alongside AI-driven music composition and sound design.
The Instagram video has already resonated with Messi fans and newbies alike, notching up 15 million views and more than 800,000 likes in the first few days after going live.
“Collaborating with BCM on the second Messi Fragrance, Platinum, has been both challenging and incredibly rewarding," said Game On Product Group co-founder Elliot Rubenstein.
"Once again, their creative magic has come to the forefront—nailing the brief and delivering something truly exceptional. We’re thrilled to continue this partnership and can’t wait to share what’s next for Messi Fragrances.”
The campaign is set to launch globally in the next month, with ads running in the US, Asia, South America and Europe, along with Australia and New Zealand.
“Creating Messi Platinum has been a journey of evolution and excellence," said Messi Fragrances brand manager and creative lead Rhian Joseph.
"Working alongside BCM once again has reaffirmed why they’re among the best in the industry, their ability to translate emotion and brand essence into stunning visual storytelling is remarkable.
"This campaign is not just about a fragrance; it’s about celebrating discipline, legacy, and artistry. We’re incredibly grateful for our partners who continue to elevate the Messi brand with creativity, heart and precision.”
Credits:
Client: Game On Product Group
Managing Director: Daryl Czarny
Managing Director: Elliot Rubenstein
Creative Lead: Rhian Joseph
Agency: BCM Group
Creative Director: Shaun Egan
Creative Director: Sam Boyd
VFX/Technical Lead: Max McDonald
Senior Art Director: Steven Shanks
Head of Broadcast & Content Production: Ann Reilly
Senior Account Director: Lindsay Kelman
