Nike - The Ball Makes Us More
When you are lucky enough to work for your favourite team.
To celebrate the 20th anniversary of Nike’s partnership with FC Barcelona, we created the biggest campaign in the club’s history.
An acknowledgement of the team's ability to unite Catalans of all kind.
Our anthem is an ode to the ball as the beating heart of Catalan culture, originally narrated in Catalan by famous Barcelona-born presenter Carles Francino.
Directed by Oscar-winning cinematographer Wally Pfister, the film features a unique visual look: Every frame is divided into squares in a nod to the layout of the city, designed in the mid-19th century by urban planner Ildefons Cerdà.
The layout and the lines of the poem are the main narrative device, acting as a unifying element between the fans and the players throughout the whole campaign.
This massive tribute features some of the biggest names in FC Barcelona history, including players Iniesta, Coutinho, Martens (Dutch forward from FC Barcelona women's team), Gerard Piqué, Sergio Busquets, Sergi Roberto, Ousmane Dembélé, Samuel Umtiti, Denis Suárez and Paulinho and Alexia Putellas, as well as cameos from legends Carles Puyol, Ronaldinho, Pep Guardiola and the late, great Johan Cruyff.
Some famous and not-so-famous Catalans also appear on camera, like skateboarder Pedro Attenborough, BMX rider Malcom de Blas or, most notably, 78-year-old Carles Tarrida, a fan who attended the first-ever match at the Camp Nou on Sept. 24, 1957.
Such amazing stories and love for detail can also be found behind the lenses. For instance, the original score was played by the local traditional percussionists Kaboom, featuring the voice of an upcoming modern flamenco star, Barcelona native Grammy nominee Rosalía.
THE PEOPLE IN THE FILM
Agency: Wieden + Kennedy Amsterdam
Executive Creative Director: Eric Quennoy, Mark Bernath
Creative Director: Craig Williams, Evgeny Primachenko
Art Director: Ignasi Tudela Calafell
Copywriters: Jake Barnes, Ferran López (freelance)
Head of Broadcast Production: Joe Togneri
Senior Producer: Jaime Tan
Assistant Producer: Khalid el Khouani
Planning Director : Stephane Missier
Communications Planning Director: Hillary Heath
Group Account Director: Kathryn Addo, Alyssa Ramsey
Account Director: Amber Martin
Account Manager: Molly Rugg
Project Manager: Loes Poot
Business Affairs: Akvilina Jaskunaite, Belen Jerez, Michael Graves
Production Company: Reset Content
Director: Wally Pfister
Director of Photography: Wally Pfister
Producer: Bart Lipton
Executive Producer: Deannie O’Neil
Managing Director: Dave Morrison
Editing Company: Final Cut London
Editor: Ryan Beck, Rick Russell
Audio Post: Grand Central Recording Studios
Sound Designer/Mixer: Raja Sehgal, Aaron Taffel, Gary Turnbull
Additional Voice Recordings: Wave Studios Amsterdam
Sound Engineer: Alex Nicholls-Lee, Juan Pablo Thummler
Music Artist / Title: Philip Kay/ The Beat Of Our Drum
Music Company: Woodwork Music
Music Producer: Andrew Oskwarek
Post Production: Glassworks
Lead Flame Artist: Kyle Obley
Flame Artists: Alex Pattinson, Angus Wilson
Nuke: Justin Baker
3D Lead: Tim Bolland
3D Artists: Bjorn Klaassen, Mars Dolschon, Daniel Sidi, Norbert Kiehne, Gunter Freese, Callum Austin
Colorist : Daniel de Vue
Senior Producer: Lauren Loftus
Head of Production: Anya Kruzmetra
I never expected that a call from W+K Amsterdam asking for help on some translations would bring me the chance to write an advert for my favourite team.
Over the course of 7 months I collaborated closely with the agency teams to create 36 anthem scripts and 12 taglines (that’s a lot of lines to rhyme on Catalan, Spanish and English at the same time). I also provided cultural advice and helped during the shoot and post-production.
I still feel the goosebumps when I remember 100.000 fans at Camp Nou formed a mosaic with our tagline during the last Liga game of 2017-18.