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We kicked things around with Messi

Lionel Messi became the first international face of Expo 2020 Dubai, transforming the world exposition into a global cultural moment.

Through surprise appearances, cinematic storytelling, and human connection, we shaped a campaign that fused sport, youth, and unity into one of Expo’s most talked-about narratives.
27M+
Organic views driven at launch through earned-first storytelling
2,020
Yellow Expo footballs delivered to children worldwide
Expo 2020 Dubai elevated into a shared symbol of global unity and inspiration

Taking It Further

We expanded the idea beyond film into real-world impact — from surprise pavilion moments to a meaningful CSR leg, distributing 2,020 durable footballs to children in Jordan, Kenya, and the Philippines, using sport as a catalyst for connection and opportunity.
The Next Project