ABOUT

CONCEPT
Real Madrid commissioned a series of four digital posters to celebrate their progress in two major competitions: the Supercopa de España 2025 and the UEFA Champions League 2025. Designed for social media, the aim was to create a unified campaign that highlighted individual players while maintaining a consistent visual identity.

The brief asked for a clear shift away from typical sports marketing, which often relies on photography and performance-led graphics. Instead, the project used a bold illustrative style that turned Luka Modrić, Jude Bellingham, Kylian Mbappé and Vinícius Júnior into colourful characters.

Inspired by neo-pop sports illustration and stained-glass geometric shading, the campaign aimed to express the drama and emotion of elite football through a graphic, artwork-driven approach. Each poster worked as both a match announcement and a shareable digital collectible.


EXECUTION
The campaign featured four custom illustrations, each tied to a specific fixture but united by a shared visual system. A consistent palette, angular geometry, dramatic lighting and layered tonal effects created a recognisable style while allowing each player to stand out.

The process began with defining a visual language that moved beyond sports photography. Drawing from stained-glass colour structures and editorial illustration, the designs combined dynamic poses, simplified forms and strong colour blocking for maximum impact on digital platforms.

Adobe Illustrator was used for the vector artwork and geometric construction, while Adobe Photoshop handled refinement, texture and final output. Typography and Real Madrid branding were integrated carefully so the illustrations remained the focal point while staying aligned with the club’s identity.

The result was a balance between experimentation and brand consistency, creating a campaign that felt fresh but unmistakably Real Madrid.


RESULTS
The posters were shared across Real Madrid’s digital channels, including Instagram, X (Twitter) and Facebook, reaching one of the largest audiences in global sport.

On Instagram alone, the series generated over four million likes and circa 17,000 engagements, showing exceptionally strong engagement and validating the shift away from conventional sports visuals. Fans responded positively, widely sharing and interacting with the artwork.

By turning match announcements into illustration-led visuals, the project transformed routine communications into standout cultural moments, strengthening engagement and reinforcing Real Madrid’s reputation for creative innovation both on and off the pitch.