As Messi’s lifelong sports partner, Adidas knew it had a responsibility to celebrate his triumph at the World Cup. But it also had to give football fans around the world a tribute image that could encapsulate this moment and his staggering 16-year journey to the top. The solution? An iconic and impossible billboard within the Dubai Frame.

Back in February, Hilton and TBWA\Chiat\Day NY released a 10-minute TikTok video that took viewers on a sprawling journey, spanning dozens of locations, multiple genres, and featuring appearances from half a dozen beloved TikTok creators. The spot earned 4 million views within its first two days and set the bar for how brands should engage with their audience.

Apple’s latest ‘Shot on iPhone’ film created by TBWA\Media Arts Lab LATAM, pays homage to the wrestling sport made popular a century ago in Mexican culture—and even features two popular lucha libre wrestling characters, Huracán Ramírez and Dr. Wagner.