ABOUT

Brief
Real Madrid sought to capture the attention of their USA fan base and build excitement for their 2024 Summer Tour in the country while giving screen time to their sponsor, a reputable international tech and printing supplies company. Their request for us was to integrate the sponsor’s presence into the creative in an organic way without overshadowing the focus on the team and the competition.

The deliverables were:
1 - Announcement Video
2 - Announcement Poster
3 - Match Poster - Chicago (vs. Milan)
4 - Match Poster - New Jersey (vs. Barcelona)
5 - Match Poster - New Jersey (vs. Chelsea)

Our challenge was communicating this information in an engaging yet informative way that respected the local culture while providing all the necessary details about the upcoming matches.

Concept
Given the partner's association with printing, we wanted the campaign’s core concept to reflect that connection. We decided to use stop-motion animation for the video, paired with paper textures on the static posters, incorporating a collage-style layout to evoke the tactile nature of printed materials.

Execution
For the video, we printed and folded assets, photographing each step to create a realistic and dynamic stop-motion effect in After Effects. The posters were designed digitally to replicate the same tactile feel. At the video’s conclusion, the static announcement poster is “printed,” tying everything together and collating all the key information into one cohesive frame. The biggest challenge was striking the right balance between a playful tone and efficient messaging, ensuring the creative content not only excited viewers but also conveyed the necessary details – all while working within tight timelines.

Results
The deliverables generated over 7 million engagements across Real Madrid’s social channels.