Adidas Creates 3D Billboard Illusion Of Messi To Celebrate World Cup Win

“Impossible is nothing,” Adidas has long proclaimed, and it supports this with an impossible billboard.

To commemorate Argentina’s victory as World Cup champ, the sportswear giant commissioned a 3D illusion of Lionel Messi rejoicing at the win with his teammates. 2022 marks the last time Messi, who is sponsored by Adidas, will participate in the World Cup.

The iconic moment is captured on a giant screen that appears to look different at every angle, moving along with its observer. Advertising agency TBWA\Worldwide is behind this creative in Dubai.

 

 

 

 

 

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As much as people want this activation to be real, the moving image is CGIed. You can’t admire it in its full glory in the real world, unfortunately.

Vertex CGI, which is also involved in the campaign, projected the stunning photo onto the Dubai Frame, a standalone border that’s billed as the largest frame in the world. The tourist attraction is hollow in the middle, so the only way to have the high-tech visual on there is by digitally planting it.

Here’s what the Dubai Frame normally looks like:

It’s remarkable, but it doesn’t have the means to support the moving marvel.

On a similar note, Adidas says Messi’s Argentina jerseys are now sold out around the world.

[via Ad Age, Sports Business Journal, Thick Accent, images via various sources]