Creative Intent
“The GOAT is Home” is a speculative concept film imagining Lionel Messi’s emotional departure from a long-time brand partner. Told as a personal monologue, part breakup, part love letter, it navigates nostalgia, heartbreak, and transformation with cinematic elegance.
This is not a real ad. It is an original concept piece produced by Salter Creek Creative to showcase our capabilities in AI-powered narrative production, combining emotional resonance, strong visual language, and world-class polish using modern creative technology.
The goal was to explore how AI tools can be used to tell human stories at a cinematic level, stories with depth, vulnerability, and cultural weight.
We framed this as a prestige-style sports documentary short, with inspiration drawn from:
Nike’s “You Can’t Stop Us”
The Last Dance
Modern sports drama trailers on Netflix and Prime Video
We wanted to show that AI isn’t about gimmicks, it’s about unlocking new kinds of speed, control, and storytelling range for brands and studios.
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Every element in the film — from image to voice to sound — was AI-generated or AI-assisted.
Image & Video
MidJourney & Reve — for concept art, cinematic photography, and visual continuity
Kling & Runway Gen-4 — to animate AI-generated images into motion sequences
Voiceover
ChatGPT — for scriptwriting in both English and Spanish, written in Messi’s tone
ElevenLabs — for voice cloning, generating natural delivery in Messi’s voice
Sound & Music
Suno.ai — to create a custom, original emotional music piece that drives the story
Eleven Labs — for ambient design, crowd beds, and all sound effects
Editing & Assembly
Figma — for storyboard development and visual planning
Premiere Pro — for editing, final color grade, pacing, and sound sync
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Estimated Production Cost
A film like this, created at this quality level — without any use of licensed likenesses, branding, or paid talent — would be valued at:
Estimated Project Cost: $25,000 USD (compared to +$150k using traditional live action shoot)
This includes:
Script development
Storyboarding & visual concepting
Full AI image generation and refinement
Cinematic image-to-video generation
Multilingual voiceover generation
Original soundtrack composition
Sound design + post-production
Creative direction, editing, and delivery
Note: This estimate excludes licensing, usage rights for real likenesses, or broadcast clearance for commercial deployment.
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At Salter Creek Creative, we build concept-driven, emotionally intelligent brand stories, at the intersection of art and automation.
This project proves that AI can support world-class narrative design, where story and soul still lead, but the tools are faster, more flexible, and radically more accessible.
Work with us → contact@saltercreek.ai
Crafted with narrative precision. Powered by creative AI.
