For the 2021/22 campaign for Real Madrid we had the opportunity to launch each of the three kits with their own individual hero film. To link each of these different narratives together, we decided to centre our campaign around the unique mentality and spirit that is shared by the players, fans and the club.
In Madrid they have a name for this spirit.
They call it Grandeza.
They call it Grandeza.
Grandeza means Greatness, and it’s borne of community.
Of an understanding, that we can achieve more when we are as one.
Grandeza is a pride in what we have done, and what we will do again.
It’s a belief. In this city. In this community. And in this shirt.
Of an understanding, that we can achieve more when we are as one.
Grandeza is a pride in what we have done, and what we will do again.
It’s a belief. In this city. In this community. And in this shirt.
This is Grandeza. This is Real Madrid.
The Home Kit Campaign
The Home kit shirt took its design inspiration from the Cibeles fountain in the centre of Madrid, where the club celebrates after a big trophy win. We used this to launch our Grandeza narrative with a collage animation piece that celebrates the clubs connection to the city and it's fans.
Director / Animator: Diego Coutinho
Producer: Craig Dixon
Creative Director & art director: Doug Stewart
Script: Alex Milic
Sound Design: 19 Sound
Client Services: Gianluca Freschi
Strategy: Alvaro Carballido
Photographer: Carles Carabi
Head of art: Paul Rider
Stills colour & Retouch: Oliver Tari
Client: Adidas
Agency: We Are Social
Producer: Craig Dixon
Creative Director & art director: Doug Stewart
Script: Alex Milic
Sound Design: 19 Sound
Client Services: Gianluca Freschi
Strategy: Alvaro Carballido
Photographer: Carles Carabi
Head of art: Paul Rider
Stills colour & Retouch: Oliver Tari
Client: Adidas
Agency: We Are Social
The Away Kit Campaign
The Away kit shirt took its design inspiration from the graffiti laden streets of the Malasana, so we took direct inspiration from this too for the hero film. A piece celebrating the Grandeza creativity of the streets, and animated frame by frame in a hand-painted animation by Leon Was Here.
Animator: Leon was Here
Director & Art Director: Doug Stewart
Producer: Craig Dixon
Creative Director: Doug Stewart
Sound Design: 19 Sound
Client Services: Gianluca Freschi
Strategy: Alvaro Carballido
Head of art: Paul Rider
Stills colour & Retouch: Oliver Tari
Client: Adidas
Agency: We Are Social
Director & Art Director: Doug Stewart
Producer: Craig Dixon
Creative Director: Doug Stewart
Sound Design: 19 Sound
Client Services: Gianluca Freschi
Strategy: Alvaro Carballido
Head of art: Paul Rider
Stills colour & Retouch: Oliver Tari
Client: Adidas
Agency: We Are Social
The Third Kit Campaign
The Third kit shirt takes its inspiration from Kilometre Zero, the centre of Madrid where all roads start and end. Alongside this, a colourway inspired by the old adidas EQT range positioned this kit for a real streetwear audience. We celebrated our clubs global Grandeza with a 3D animated piece showing the shirt and players in all their glory, linking to the 2D toolkit.
Director / Animator: Anton Alfy
Photographer: Lucho Vidales
Producer: Craig Dixon
Creative Director & Art Director: Doug Stewart
Client Services: Gianluca Freschi
Strategy: Alvaro Carballido
Head of art: Paul Rider
Grade & Retouch: Oliver Tari
Client: Adidas
Agency: We Are Social
Photographer: Lucho Vidales
Producer: Craig Dixon
Creative Director & Art Director: Doug Stewart
Client Services: Gianluca Freschi
Strategy: Alvaro Carballido
Head of art: Paul Rider
Grade & Retouch: Oliver Tari
Client: Adidas
Agency: We Are Social
