McCann XBC 2025-08-19

"Numero 10"

MASTERCARD - MESSI Mastercard presents a series of films in which Lionel Messi takes us on a personal journey through his most important tattoos, sharing the story and priceless meaning behind each one. As Messi reveals the details behind the significance of these inked tributes – from family and faith to pivotal moments in his career – we bring the stories to life through stunning hand-painted animations, diving into the artwork and recreating the priceless moments they symbolize, letting the audience feel more up close & personal to the football icon than ever. We used the aesthetics of tattoo art as a jumping-off point for the artwork of this campaign, but we didn’t want our visuals to look like literal tattoos. Our goal was to set the ink free from its support, and create fluid, delicate, almost ethereal images that illustrate the significant moments in Messi’s personal journey in a symbolic, dreamlike way.

Directors

Mama

Familia

Thiago

Futebol

Credits

  • Agency McCann XBC
  • Directors Tiago Marcondes, Diogo Kalil
  • CD/ Creative Team Jon Yasgur, Anastasia Serdukova
  • Agency Executive Producer Judi Nierman
  • Agency Producer Liz O’ Connor
  • CCO Mateus de Paula Santos
  • Managing Partner Luis Ribeiro
  • Executive Producer Su Constantine
  • Head of Production Marcelo Barbosa
  • Head of Post Production Eduardo Silva
  • Producers Paula Nobre, Jules Loyola
  • Post-Production Coordinator Rosangela Gomes
  • Post-Production Coordinator Assistant Nathaly Lopes
  • Post-Production Producer Diego Nascimento, Lucas Marini
  • Style frame composition Douglas Lopes, Daniel Três D
  • Animatic Érica Nagai, Rafael Fernandes.
  • Compositing Artist Gabriel Green, Vitor Mota, Bruno Ronzani, Rodrigo Gusmão, Chico Beraldo.
  • Rotoscope Jose Eduardo Ambrosio
  • Technical rendering Thiago Silva, Giovani Ferreira
  • Ingest / Conform / Delivery Isabela Balbo, Marco Tavares, Fábio Augusto
  • Concept Art Douglas Lopes, Daniel Três D e Marcos Rodrigues (Artnoc)
  • 2D Animation Supervisor Thiago Martins
  • 2D Animation Anderson Omori, Bruno Tedesco, Paulo Passaro, Gian Burani, and Thiago Martins.
  • Cleanup and Color Michel Venus, Gabrielle Paparell,i and Guilherme Gurian.
  • Research Raphael Amário, Karin Cristina, Roger Marmo
  • Live Action Director Smuggler / Andre Muir