MESSI+10

Messi +10 reimagined the spirit of adidas’ iconic José +10, with Messi now scouting and mentoring the next generation of football.

Built over months, across players, directors and locations around the world, the project started long before the cameras rolled. From day one, we worked alongside Danilo Nagura, Ricardo Carlota and Ryan Hanson shaping what the campaign could be — from the teaser and narrative to visual references, football moments, easter eggs and the language connecting Messi to the players.

With limited time with Leo, every beat had to work with footage that would only be shot months later. That early creative work became the blueprint carried into production by SMUGGLER and the wider Monks team.

A five-part global film series where Messi mentors ten of football’s most exciting young players.