For the unveiling of the Real Madrid soccer team's new uniform kit, we were asked by "We Are Social" to produce a manifesto expressing the concept that greatness is community.

The look and feel for home kit is all about community and a celebration of the city, which drives the product story, a shirt inspired by the fountain of Cibeles. The home kit is about feeling this connection through grandeza. It is understanding how the circular fountain of Cibeles is a metaphor for a circle of community. Through this metaphor, the jersey represents the ever-present link of the club, fans and city together as one. Our Grandeza is community.

The organic and paper textured art direction aesthetic uses craft to communicate community in a way that is visual and engaging. 

The main challenge for this project was to blend archival footage, fans photos, player videos, with stop motion and collage. With that in mind, we started experimenting with collage and  photos, always having the jersey color code in mind, to achieve a cohesive look throughout the film.

We wanted to move away from models and showcase the real influencers and people of Madrid, and players showing their real selves. Therefore, we did the launch of the home kit by shooting real people from the city. People who are true Real Madrid fans.

Client → Adidas / Real Madrid
Studio → www.joy.do

Production:
Studio Joy
Director: Diego Coutinho

Designers: Thiago Biazzoto, Diego Coutinho, Bruna Imai.
Animators: Larissa Garcia, Diego Coutinho, Bruno Ferrari
Stop Motion: Donald Lee Peffer, Diego Coutinho
Rotoscpe: Diego Ruiz (Rotoplace).

Agency:
Agency: We Are Social
Creative Director: Doug Stewart
Sound Design: 19 Sound 
Producer: Craig Dixon