The Brief
Two clubs, both followed deeply in South Africa, both expecting work at the bar their global creative teams set. Spanish football carries a different cultural weight from the Premier League, continental, identity-rooted, expressive. The brief was to honour what makes each club uniquely Spanish while landing for a South African audience that follows the league closely.
The Approach
We work the same way regardless of which crest is on the jersey. Pre-production carries weight. Production carries weight. Post and rollout carry weight. We don't move fast for the sake of speed, we move with meaning. The set is built to feel like a home, not a studio. Imperfect on purpose, curated enough for excellence. Lived-in, not performed.
Barcelona is identity-led, the club's philosophy is that more than a club is the brand. We anchored the work in dark blues and washed white, cozy curated imperfection, set styling that pattern-matches real life. Real Madrid carries continental weight, institutional, gravitational, warm in a different way. The work for each had to live inside that distinction. Same agency, same standard, two different registers.
“The object isn't to make art. It's to be in that wonderful state which makes art inevitable.”
BARCELONA / 2025 / IDENTITY-LED. Six hero films, twelve photographs, UGC and carousel. Locked-off tripod frames, selective handheld. Dark Barcelona blues against washed white walls. Bedroom rituals as the structure, getting ready, the quieter rhythm of coming home, top-down perspective films, post-driven masking that places the model across the room without the camera moving. Premium reads through how the product is worn, not how it's lit.
REAL MADRID / 2025 / CONTINENTAL WEIGHT. Warm, nostalgic tones, soft whites, golden browns, muted rusts. Aspirational and deeply human. Golden-hour warmth through soft diffusion. Apartment living-room corner, cozy curated imperfection, vinyl player and persian rug as anchors. Editorial polish meeting everyday intimacy. Photography-led, presence over performance, twelve frames built around the rooms our talent and audience naturally inhabit.
“It's easy to move fast. Much harder to move with meaning. The team shows up with purpose, to serve, not to show off.”
