THE MESSI EXPERIENCE

Role: Creative Strategy. Lead Copywriter

Key Deliverables: Ticketed, touring experience. Concept & narrative. Show TOV & copy. Visitor journey. Interactive installation concepts. Gamification concepts. Video scripts. Marketing & social messaging.

From kid to G.O.A.T, how I helped turn Messi’s life story into an interactive multi-media experience.

OPENED APRIL 2024 Miami. Currently touring US.

Helping to deliver the experience concept, narrative, scripts & every copy touchpoint, over 12 months I collaborated with multiple creative & production teams in Montreal & Buenos Aires throughout the show’s numerous ideation, approval & production stages.

Visitors lived Messi’s key life moments, by passing through his childhood bedroom, walking out into the Camp Nou, playing physical & digital games, learning tricks, scoring points to join his Dream Team, lifting the 2024 World Cup & in a spectacular finale, parading it from an open top bus to thousands of cheering fans.

Immersive zones captured the emotional highs and lows of Messi’s journey—from his boyhood growth challenges to World Cup glory. Each zone captured his evolution from player to captain to leader to legend, immersing fans in his most defining moments—success in Europe, struggles with his national team, and the ultimate triumph that cemented his legacy.

Lionel’s bedroom: Retro bedroom posters of his heroes come to life, his childhood diary transforms into an interactive, animated pages and a dream phone call from FC Barcelona personalized to every visitor