Messi goes platinum with AI and VFX-powered fragrance campaign
BCM Media fuses technology and storytelling in Messi Platinum’s high-gloss rollout
Football icon Lionel Messi is back in the global spotlight—but not for his footwork. This time, it's his signature scent doing the talking. Game On Product Group just launched MESSI Platinum, the newest edition in its fragrance lineup, with a bold new campaign powered by AI, 3D VFX, and cinematic storytelling.
The integrated campaign, developed by indie shop BCM Media and Creative, signals a shift in how celebrity brands scale visual storytelling. Blending artificial intelligence with live-action production, the new spot leans into Messi’s personal brand while pushing creative tech boundaries for CPG marketing.
This article explores the campaign’s creative evolution, the tools behind it, and what it means for marketers seeking global impact with limited assets.
Short on time?
Here’s a table of contents for quick access:
- How the new Messi campaign levels up with AI
- Inside the film: Platinum visuals, real-world impact
- Brand activation meets fan engagement
- What marketers should know
Patrecia Meliana
How the new Messi campaign levels up with AI
The new MESSI Platinum push builds on the brand’s previous “More Than We See” platform, reimagining its signature hall-of-mirrors visual metaphor through a futuristic lens.
While last year’s effort leaned on symbolism and reflective imagery, this new campaign moves toward minimalism—platinum corridors, digital illusions, and Messi emerging with quiet confidence from a CGI dreamworld.
BCM handled everything in-house—from concept to post—leveraging AI-generated music, custom sound design, and 3D VFX that blur the line between real and surreal. Every visual detail, from shifting walls to the fragrance’s final reveal, was built using a hybrid pipeline of AI-assisted previsualization and traditional VFX compositing.
For marketers, this signals an important shift. Campaigns like this one show how creative shops are internalizing tools once reserved for big-budget studios. With the right in-house talent and AI tools, even lean teams can execute premium cinematic content that competes on a global stage.
Inside the film
In the 30-second hero film, Messi is seen walking through a transforming corridor with subtle cues of tension and elegance. The platinum walls move around him, evoking a sense of progress and personal evolution. The corridor opens into a podium, where the new fragrance bottle stands like a trophy. Messi picks it up and delivers a single line: “Platinum by Messi.”
This tight narrative reflects more than a personal brand—it speaks to how celebrity-driven CPG campaigns are evolving. It’s not about cluttered storytelling or explosive reveals. It’s about distilling identity into something cinematic and emotionally sharp.
The film’s production leans hard into stylized abstraction, using visual metaphors over literal storytelling to appeal to both Messi fans and fragrance buyers. In a category often driven by clichés, this approach offers a fresh take on luxury storytelling with cultural weight.
Brand activation meets fan engagement
To support the launch, Game On held an on-ground activation in Miami at 1v1 World Crown. Fans lined up to interact with a Messi cardboard cutout, win signed jerseys, and play a guessing game tied to soccer-themed giveaways. The event also served as a trial zone for the Platinum scent and new additions to the Messi sports fragrance range.
While the activation wasn’t tech-heavy, it bridged digital storytelling with fan-based touchpoints. These moments serve a dual purpose: driving user-generated content and reinforcing the brand’s link to real fans who view Messi as more than a sponsored face.
Expect more of these hybrid rollouts, where global brand campaigns blend high-tech production with local, grassroots activations to close the loop between screen and shelf.
What marketers should know
This campaign doesn’t just show off a sleek fragrance or polished visuals—it’s a case study in how tech-forward creative strategy can elevate product storytelling. For brand leaders and marketers, here are four takeaways from the MESSI Platinum rollout that are worth applying to your next campaign.
1. AI is becoming a production asset, not just a trend
BCM’s campaign shows how AI is moving beyond experimentation. Whether for music, VFX, or pre-visualization, AI is now part of the production pipeline. For brand marketers, this opens up new ways to cut costs while increasing visual fidelity.
2. Celebrity campaigns are moving toward symbolic storytelling
The minimalist visual arc of this campaign, paired with strong audio branding and a clear product reveal, offers a cleaner way to express identity. Less is more, especially when paired with recognisable talent.
3. Full-stack creative control can boost speed and consistency
With BCM managing ideation, production, and post in-house, the result is cohesive and polished. Marketers may want to reconsider fragmented agency/vendor workflows when building global campaigns.
4. Ground activations still matter for product trial and UGC
Digital storytelling may drive buzz, but in-person brand moments are key to sampling and word-of-mouth. The Miami activation created frictionless fan interaction with a clear link to campaign themes.
