Lionel Messi Gets Trippy With Adidas in Soccer Light Show

Brand turns star player into a human LED glow stick

In this visually stunning, Tron-inspired light show, Adidas Football is hawking its Lionel Messi line—specifically, the Adizero F50 Messi boot. If you don’t know who Messi is, you need to get out from under your rock. “He is the best player in the world,” according to Pedro, my partner, who is from Brazil, where people do know about these things. The brand attached hundreds of hand sewn LEDs to Adidas TechFit gear Messi was wearing, and then filmed him at 1000 frames per second with a phantom camera. Apparently, it's the sort of thing that makes football fans fall to their knees and drool. I guess the spot, titled "The New Speed of Light," is saying that he moves real good, or something. But who cares? It looks freaking rad. Credits after the jump. (Via The Inspiration Room)

Client: Adidas Football
Agency: Iris Worldwide, London
Creative: Adam Fish
Managing Partner: Henry Scotland
Agency Producer: Sophie Horner
Account Director: Simon Voxall
Adidas Global Brand Director: Thomas Van Schaik
Film Studio: ML Studio 
Producer: Phil Tidy
Post Producer: Mark Logue
Film Director: Marcus Lyall