When Stanley partnered with Lionel Messi, the opportunity wasn't just to launch another celebrity collection.

It was to celebrate the person behind the icon.

Rather than centering the experience around football, we celebrated one of Messi's everyday rituals: sharing mate. Stanley's mate cup became the cultural bridge between his Argentine roots and his adopted home of Miami.

To bring the idea to life, we transformed Panther Coffee in Wynwood into a vibrant pop-up mate shop and brand playground during Art Basel. Fans could experience Argentine-inspired murals, mate tastings, merch drops, late-night DJ sets, a run club hosted by Action Bronson, and, of course, the launch of Messi's collection.

Leo even stopped by to open it.

Role: Naming, copywriting, experiential ideation, and creative development across the activation.