MESSI PLATINUM takes off globally with cutting-edge AI + VFX campaign via BCM Media and Creative

Full-service independent agency, BCM Media and Creative (part of BCM Group), has released the latest phase of its campaign series for international sporting sensation Leo Messi for the launch of MESSI PLATINUM – a new fragrance by the globally recognised athlete.

The integrated campaign created for client, Game On Product Group, will launch globally this month. The work continues BCM’s creative delivery for the MESSI fragrance brand. All campaign elements of this phase were developed entirely in-house at BCM’s production facility, with a combination of the latest 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.

BCM delivered the creative for Messi’s initial fragrance debut last year, creating the now-famous hall of mirrors and “MESSI, more than we see” tagline, which have become synonymous with the brand.

The second phase of the global campaign draws from a similar motif, using a blend of AI visual effects and real footage, to build a sleek, sharp, state-of-the-art campaign that communicates both Messi’s personal essence and the core message of the MESSI PLATINUM fragrance.

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.

Says Phil McDonald, CEO, BCM Group: “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.

“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.”

Says Elliot Rubenstein, Co-Founder, Game On Product Group: “Collaborating with BCM on the second Messi Fragrance, Platinum, has been both challenging and incredibly rewarding. 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.”

Says Rhian Joseph, Creative Lead and Messi Fragrances Brand Manager: “Creating Messi Platinum has been a journey of evolution and excellence. 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.”

The campaign is set to launch globally over the next month, with ads running in the US, Asia, South America and Europe, along with Australia and New Zealand.

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