ABOUT

The Brief
Real Madrid were looking to generate interest and address their growing North American fan base while building hype towards their 2023 Summer Tour with a range of digital assets optimised for distribution across social media.

Their 2023 Summer Tour would take them through the south of the United States, from California to Florida, to play against some of their biggest rivals. It was key to convey all this information in a fun but informative way that respected the club’s values while generating engagement and transmitting the relevant details about the upcoming matches.

Concept
The creative concept behind this project was inspired by the iconic Route 66 and the American road imagery so prominent in Western pop culture. The aim was to bring the team on a personalised road trip through Los Angeles, Dallas, Houston, and Orlando — showcasing the famous landmarks of each location and raising awareness about the tour, all while picturing the team having a good time and getting ready for the competition.

Execution
The project comprised a set of five posters — a general announcement and four location-based graphics — and an animated video unified under the same stylistic approach. Using digital illustration techniques and animation tools, the biggest challenge was to find a relaxed and informal tone of voice and style that would allow us to use our time efficiently.

The general poster was used as a white canvas to develop the desired style with the client. Once this was approved, the team proceeded to develop each of the subsequent scenes. To maximise the efficiency of the team’s workflow, each location’s static assets were built with the animation process in mind, and later on transformed into moving assets.

Results
The campaign was successfully translated into six different languages and caught the attention of locals and worldwide fans alike. In total, it garnered over 15 million views and 5.4 million engagements across Real Madrid’s different social channels. Furthermore, it was featured and praised by some of the biggest media outlets in Spain, such as Marca, Mundo Deportivo, and Antena 3 Deportes.