Lionel Messi becomes ‘The Spark’, representing the F50i boot and ‘lightning quick, game changing’ player type. As part of the F50 integrated campaign a series of striking print and design elements were created in a distinct pulpnoir, graphic novel style. The photography used throughout the print and design was shot by Gary [...]]]>

F50 Print ad

Lionel Messi becomes ‘The Spark’, representing the F50i boot and ‘lightning quick, game changing’ player type. As part of the F50 integrated campaign a series of striking print and design elements were created in a distinct pulpnoir, graphic novel style. The photography used throughout the print and design was shot by Gary Land. These elements along with 3D rendered backdrops from the film were brought together by art director Martin Terhart and U-Turn retouchers to create a series of dynamic modular panels that reveal the story of ‘The Spark’, ‘The Lightning Strika’ and the F50i, a boot fully customizable for any playing surface. This boot’s design perfectly matches Messi’s lightning footwork. Pioneering technologies and outstanding design make for the perfect football boot for players who can decide a game with their brilliance and inspire their teammates.