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The Barcelona striker Lionel Messi – or at least a projection of him – features in Adidas’ online film launching the new Adizero f50 football boots. Iris Worldwide, which created the ad, describes it as "a monument to the man, the way he plays and the city he loves". It shows an image of Messi playing football being projected on to various surfaces in the Spanish city. The work was written by Pete Ioulianou, art directed by Ollie Agius and directed by Luc Schurgers through RadicalMedia.