Más+
1v1 World Crown

Football icon Lionel Messi launches ‘The 1v1 World Crown’ – a global 1v1 football tournament that marks the cultural debut of his new performance hydration brand, Más+ by Messi.

The experiential campaign is a global call-to-compete in a 1v1 football tournament backed by the GOAT himself, Messi. Kicking off in August, ‘The 1v1 World Crown’ will activate live qualifiers in Los Angeles , followed by Toronto, London, Dublin and culminating in a final in Miami. At each event, self proclaimed local ‘ballers’ can sign up for a shot at global recognition, with the final judged by Messi himself.

‘The 1v1 World Crown’ is the first global campaign for Más+ by Messi and a bold step away from traditional product endorsement. At the centre of the campaign is a hero social film featuring Messi not as just an endorser, but as the gatekeeper of a new world where the next generation of greatness can rise through 1v1.

The campaign was teased earlier when shots of Messi carrying a mysterious gold box around Miami were seeded to influencers – an idea created by global challenger network VCCP.

The campaign has been designed to earn attention organically: throughout the campaign, real-time content will be leveraged, including social-first films and bespoke graphics, amplified by influencer content.

Sophie Van Ettinger, Vice President Global Brands at Mark Anthony Group said: “We didn’t want to just show Messi. We wanted to build a world that reflects what he stands for. ‘The 1v1 World Crown’ is pure football energy. This is a brand launch that gives power to the people who play, not just those who watch.”

For this campaign I created a wide range of 2D and 3D visuals and animations for the campaign, helping bring its universe to life across multiple touchpoints.

Working across Cinema 4D, Redshift, Octane Render, and Adobe After Effects, I developed assets that supported both the tone of the campaign and its social-first deployment from high-end 3D executions to dynamic motion content.

I also designed and modeled the crown in 3D, establishing its form, proportions, and visual identity before it was brought to life by a jeweler.
The final piece was physically crafted in real gold, turning a digital concept into a tangible symbol of victory at the heart of the competition.

In addition, I contributed to the design of the tournament venues, helping translate the campaign’s visual world into physical spaces, ensuring consistency between the brand’s digital expression and the live competitive experience.