The film unfolds like a backstage pass to a cultural spectacle. Directed by Manu Cossu as part of adidas’s open-source campaign approach, it features the world’s most influential creators and athletes converging in a seamless celebration of individual brilliance and collective energy.

At its core stands Lionel Messi, whose vision and daring on the field underscore the idea that creativity transforms the game. Alongside him, Paul Pogba radiates leadership and inventive play; Luis Suárez, Dele Alli and Mo Salah bring relentless instinct and unpredictability; Mesut Özil, Javier Hernández, and Lindsey Horan represent the unifying power of sport across cultures and disciplines.

Off the pitch and amplifying the film’s cultural reach, Pharrell Williams and A$AP Ferg act as voices guiding the narrative, advocating for originality and self-expression. Karlie Kloss and other creators from outside football expand the campaign’s scope, reinforcing that creativity is universal — a force that shapes life, sport, and culture alike.

Rather than repeating clichés, Creativity Is The Answer positions the World Cup as a platform where innovation and instinct are just as decisive as strategy and skill. It is a manifesto for a new era of football — one where imagination is the ultimate competitive edge, and every player, artist, and fan is invited to make their own rules.

Worked With Love By:

Agency: 72andsunny
Managing Director: Charles-Marie Anthonioz
Executive Producer / Paris: Charlotte Marmion
Executive Producer / LA: Valerie Romer
Line Producer: Charlotte Woodhead
DOP: Arnau Valls Colomer
1st AD: M. Chef Roussel
Production Designer: Rene Navarette
Costume Designer: Natasha Newman-Thomas
Make Up Artist: Tsipporah Liebman
Post Producer: The Mill
Sound Design: Wave Studios
VFX Supervisor: Pete Smith