Messi "Unparalleled" - Toolkit
Concept | Creative Direction | Design & Toolkit Delivery
As part of the Numbers Up campaign, this toolkit was created to celebrate Lionel Messi’s ‘100 rating’ - a tribute to his unmatched legacy. With only the product shot available, I led the creative direction and asset development from scratch, building a visual identity that positioned Messi as the ultimate player, both in-game and in real life.
We used a tight crop of the boot’s texture with a dark, premium colour treatment to create a clean silhouette. Radial blur effects and motion streaks added a sense of speed and explosiveness, reflecting the boot’s core USP and Messi’s on-pitch dynamism. A graphic ‘loading’ interface - rooted in gaming culture reinforced the idea of Messi reaching the pinnacle: 100.
The final toolkit was built for use across App, CRM, and DotCom, and designed to be flexible for global and regional rollout. It extended the Numbers Up campaign with a bold, high-performance look and feel that matched Messi’s unparalleled status.
Design Exploration
