Client: Lays
Agency: 180 Kingsday
Production Company: UNIT9
Lay's Messi Messages was an innovative, deep fake experience that allowed fans to share personalised video messages from the footballer in their own language.
Using a chat-based interface, users could share their plans for watching a match, and moments later Messi would appear with a custom invitation for the user’s friend referencing their name, location, and more. Available in ten languages, the experience gave users the opportunity to share the bespoke videos with friends and family across social media and messaging platforms.
To make it happen, we filmed Messi delivering some basic phrases to camera, which were then used to help teach AI powered machine learning models on how Messi’s mouth and face moves when he communicates. We then used the same process whilst recording different VO artists from each of the markets and were able to combine this data with the master Messi model to construct a localised version of the footballer.
The award winning project pushed the boundaries of what was possible with personalised user experience and created a truly authentic and engaging experience for fans.
As the lead producer on the project I was responsible for oversight of the production phase, including UX, design, development, QA, oversight of the VO capture, as well as working with third party technologists and partners on the deep fake elements.