{"id":5241,"date":"2025-09-08T12:58:37","date_gmt":"2025-09-08T10:58:37","guid":{"rendered":"https:\/\/olivierbeaugrand.com\/?page_id=5241"},"modified":"2026-04-04T06:33:27","modified_gmt":"2026-04-04T04:33:27","slug":"mas-1v1-world-crown","status":"publish","type":"page","link":"https:\/\/olivierbeaugrand.com\/index.php\/mas-1v1-world-crown\/","title":{"rendered":"M\u00e1s+ 1v1 World Crown"},"content":{"rendered":"

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\n\t\t\t\tM\u00e1s+
1v1 World Crown\t\t\t<\/h1>\n\t\t\t\t\t<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n<\/div><\/div>[\/vc_column][\/vc_row][vc_row row_content_width=”grid” css=”.vc_custom_1775275914461{padding-top: 80px !important;padding-bottom: 0px !important;}” simple_background_color=”#000000″][vc_column][vc_empty_space height=”32″][vc_video link=”https:\/\/youtu.be\/nBVuIAZVxz8″ align=”center”][\/vc_column][\/vc_row][vc_row row_content_width=”grid” css=”.vc_custom_1775275922125{padding-top: 32px !important;padding-bottom: 16px !important;}” simple_background_color=”#000000″][vc_column width=”1\/2″][vc_column_text]<\/p>\r\n
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Football icon\u00a0Lionel Messi<\/strong>\u00a0launches\u00a0\u2018The 1v1 World Crown\u2019<\/em>\u00a0– a global 1v1 football tournament that marks the cultural debut of his new performance hydration brand,\u00a0M\u00e1s+ by Messi<\/strong>.<\/p>\r\n

The experiential campaign is a global call-to-compete in a 1v1 football tournament backed by the GOAT himself,\u00a0Messi<\/strong>. Kicking off in August, \u2018The 1v1 World Crown\u2019<\/em> 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 \u2018ballers\u2019 can sign up<\/a><\/strong>\u00a0for a shot at global recognition, with the final judged by\u00a0Messi<\/strong>\u00a0himself.<\/p>\r\n

\u2018The 1v1 World Crown\u2019<\/em>\u00a0is the first global campaign for\u00a0M\u00e1s+ by Messi<\/strong>\u00a0and a bold step away from traditional product endorsement. At the centre of the campaign is a hero social film featuring\u00a0Messi<\/strong>\u00a0not as just an endorser, but as the gatekeeper of a new world where the next generation of greatness can rise through 1v1.<\/p>\r\n

The campaign was teased earlier when shots of Messi<\/strong>\u00a0carrying a mysterious gold box around Miami were seeded to influencers – an idea created by global challenger network\u00a0VCCP<\/strong>.<\/p>\r\n

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.<\/p>\r\n<\/div>\r\n

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Sophie Van Ettinger<\/strong>,\u00a0Vice President Global Brands<\/strong>\u00a0at\u00a0Mark Anthony Group<\/strong>\u00a0said: \u201cWe didn\u2019t want to just show\u00a0Messi.<\/strong>\u00a0We wanted to build a world that reflects what he stands for.\u00a0\u2018The 1v1 World Crown\u2019<\/em>\u00a0is pure football energy. This is a brand launch that gives power to the people who play, not just those who watch.\u201d<\/p>\r\n

For this campaign I created a wide range of 2D and 3D visuals and animations<\/strong> for the campaign, helping bring its universe to life across multiple touchpoints.<\/p>\r\n

Working across Cinema 4D<\/span><\/span>, Redshift<\/span><\/span>, Octane Render<\/span><\/span>, and Adobe After Effects<\/span><\/span><\/strong>, I developed assets that supported both the tone of the campaign and its social-first deployment\u00a0 from high-end 3D executions to dynamic motion content.<\/p>\r\n

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

In addition, I contributed to the design of the tournament venues<\/strong>, helping translate the campaign\u2019s visual world into physical spaces, ensuring consistency between the brand\u2019s digital expression and the live competitive experience.<\/p>\r\n

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