Football superstar Leo Messi's debut fragrance, 'Messi The Fragrance', has made its international launch with an integrated social, advertising, digital and POS campaign led by Australian ad agency BCM Group, in partnership with Born Bred Talent.

The campaign features Messi in rapid scenes of mirror reflections and a moving narrative to capture the many sides of Messi. It was created in collaboration with Game On Product Group, Smuggler, Born Bred Talent and renowned director and world-class choreographer C Prinz, who has previously worked with superstars such as Zendaya, Billie Eilish and Charlie XCX

The fragrance will be sold across major retailers such as JC Penney and exclusively at Chemist Warehouse in Australia, with the international campaign to rollout across North and South America, Europe, Asia, Australia and NZ.

Game On Product Group Managing Director, Daryl Czarny, said: "A huge part of the importance and success of a fragrance is the advertising campaign, so there was an enormous task at hand to create something that represented both the fragrance and Messi’s own brand. The final creative shows exactly that coming to life, which has been a real team effort with experts from all corners of the globe coming together to make magic happen."

Game On Product Group Managing Director, Elliot Rubenstein, said: "We are extremely proud of what we have all accomplished here. Everyone worked tirelessly to create a world class advertising campaign with the results truly surpassing all expectations."

BCM Group’s Co-Creative Director, Shaun Egan, said: "Messi’s brand speaks for itself, but the campaign peels back the layers and public perceptions to convey the unseen sides of the athlete we all know and love."

BCM Group’s Co-Creative Director, Sam Boyd, said: "We’ve used a really simple but powerful duality in ‘more than we see’ to connect the unseen sides of Messi with the product itself as a scent that says something to the world about you, without being visible or seen."

Partner & MD at BCM Group, Phil McDonald, said: "It’s not every day that you are entrusted with bringing a global brand to life, in partnership with the greatest footballer in history, but the Game On team did and for that we are extremely grateful. I can’t wait to see this brand fly off shelves around the world."

BCM Group’s Head of Broadcast and Content Production, Ann Reilly, said: "This was a demanding and logistically complex production from day one, and we really relished the challenge. We shot the campaign over two days in Miami, filming Messi inside a mirrored set which was purpose-built to show his different sides as reflections in the space. The build itself was also inspired by the fragrance’s bottle design, so the entire production felt interconnected."

General Manager of Born Bred Talent, Stephanie Scicchitano, said: "It’s not everyday you get the opportunity to do a global launch campaign with one of the world’s greatest athletes. Collaborating on this with BCM and such a globally renowned team, has meant we’ve been able to create something really quite incredible."