ADIDAS NEMEZIZ
To celebrate the launch of the new Adidas Nemeziz boots, Espadaysantacruz brought on Hamill Industries to design and develop a parametric sculpture that transforms one of Leo Messi’s most iconic goals into a physical expression of motion, agility, and precision. Hamill subcontracted me to lead the parametric development and guide the design-to-fabrication process.
The piece captures Messi’s unforgettable run and goal against Bayern München during the 2014–2015 Champions League semifinal—a moment that exemplifies his ability to defy defenders with speed and fluidity.
From Motion to Form
The process began with selecting the play and recreating it in 3D through a combination of broadcast footage and animation. Working closely with an animator, we reconstructed the entire movement—frame by frame—tracking Messi’s body from the moment he received the ball to the decisive shot.
Once the animation was complete, we analysed regions of interest on the body to generate a cloud of spatial points that traced Messi’s motion through space. These were used to define the underlying geometry of the sculpture—an abstract surface carved from the trajectory of movement itself.
Parametric Design and Fabrication
My contribution focused on transforming this movement into a buildable structure through parametric modelling and fabrication workflows. Using a blend of algorithmic design and manual refinement, we extracted a series of longitudinal slits that defined the formal language of the sculpture. Fabrication constraints—such as band behaviour, geometry coverage, and structural stability—were key to shaping the final design.
The model was sliced into 400 vertical cross-sections, CNC-cut into wooden ribs that formed the supporting framework. Onto this skeleton, Nemeziz Straps—the same material used in the boot design—were tensioned to create a fluid volume that evokes frozen motion.
Exhibition and Recognition
The full-scale sculpture was installed beneath the London Eye during a three-day public showcase. By blending data, storytelling, and material performance, it celebrated both Messi’s legacy and the innovation behind the Adidas Nemeziz. The project was named one of AdAge’s top 5 creative ideas worldwide.
- Client: Adidas Europe
- Agency: Iris Worldwide
- Production company: 1st Avenue Machine London
- 3d Model: Hamil Industries
- Fabrication: We Made London
- Concept, direction and design: Espadaysantacruz Studio
- June -2019
