Role: Art Director (Redline Media Group)
Client: Hard Rock International
Collaboration: Agency One & Redline Media Group

"LIVE GREATNESS" Campaign (Launched 2021)
This was the foundational campaign marking Hard Rock’s 50th Anniversary.
For the first time in history, the brand partnered with an athlete as a global ambassador.
• The Concept: A call to action for fans to "Live Greatness" by embodying values
of excellence and authenticity.
• Visual Direction: High-energy, cinematic aesthetics blending Messi’s sports
icon status with Hard Rock’s rock-n-roll heritage.
• Impact: Re-energized the brand for a younger, sports-centric demographic.
The campaign was rolled out in over 50 countries and translated into dozens of languages.

THE MESSI BURGER: "A Taste of Greatness" (March 2022)
A global culinary launch inspired by Messi’s favorite burger components (the "Milanese" style).
• The Strategy: Transitioning the partnership from a brand face to a tangible product experience.
• Creative Execution: Detailed food styling and "hero" shots that emphasized the 10 ingredients
(double stack beef, provolone, chorizo, etc.) while maintaining the "Greatness" branding.
• Impact: Resulted in a 110% increase in social media traffic to the Rock Shop.
The campaign earned millions of digital impressions within the first 48 hours of launch.

MESSI CHICKEN SANDWICH: "Greatness Happens Here" (July 2023)
A pivot in the narrative where Messi was featured in a commercial as a Chef in
the Hard Rock kitchen.
• The Concept: "Made For You by Leo Messi." This campaign coincided with his arrival
at Inter Miami, creating a cultural "perfect storm."
• Visual Style: A blend of behind-the-scenes "kitchen grit" and high-fashion sports photography.
• Impact: Generated over 2.3 billion digital impressions in the first 12 hours. Drove
record-breaking foot traffic to cafes globally, especially in North America during the "Messi-mania".

THE HARD ROCK MESSI KIDS MENU & "CAPTAIN MESSI" (October 2023)
The first time Messi participated in the creation of a toy in his likeness.
• The Concept: "Captain Messi"—a superhero persona designed to inspire children
to believe in their own greatness.
• Creative Assets: Included a posable Captain Messi toy, sticker collections, and
a superhero-themed menu (The Messi X Burger and Golden Chicken Sandwich).
• Impact: Strengthened the "Family Dining" pillar for Hard Rock. The launch event at DRV PNK Stadium saw global media coverage, positioning the brand as a family-friendly lifestyle destination.

MESSI MERCH & ROCK SHOP COLLECTION
A comprehensive retail line featuring iconic symbols: the Number 10, the Lion, and the Messi Logo.
• Art Direction Focus: Creating a "streetwear" feel that moved away from traditional
souvenir shirts to lifestyle apparel (hoodies, track jackets, and performance polos).
• Key Innovation: Integration of AR (Augmented Reality) filters on the merchandise,
allowing fans to interact with Messi digitally through their clothing.
• Results: The Messi collection sold out in several flagship cafes and the online shop within
the first week of its December release.

Key Performance Indicators (KPIs) for your Portfolio:
• Global Reach: Campaigns reached over 42 million users on social media with
a 4.7 million engagement count on collaboration posts.
• Web Growth: Instagram reach increased by 30%, with a 633% increase in profile
visits during peak campaign periods.
• Brand Sentiment: Successfully transitioned Hard Rock from a "music-only" brand
to a "pop culture & sports" lifestyle icon.