The Weight of Greatness
A dream project I was incredibly lucky to be part of.
A year in the making, we brought this immersive documentary to life, crafting a story that gave Real Madrid fans a seat inside the world's most demanding club on a Champions League match day against Italian heavyweights, Juventus. The film gives fans unprecedented access to their heroes, taking them to the practice grounds, the dressing room, and the Bernabéu, as they learn from players and diehard fans what it means to wear the badge.
We launched it with a campaign built across Apple's and Real Madrid's ecosystems and did all kinds of stuff to meet fans where they were. Among them, a teaser and trailer on social, emails to the club's global fan network, a motion poster that hit fans inside Real Madrid's WhatsApp group, accompanied by a voice note from Real Madrid legend Roberto Carlos inviting fans to watch, and even the film's original soundtrack released in full on Apple Music.
Massive effort from a relentless group of people at Apple's Marcom LA, and one I'm proudest to have worked on.
Role: Associate Creative Director - Copy
Teaser
A beautiful Madrid sunset in the background. The Bernabéu front and center, with our message projected onto it. All captured in a cinematic drone shot set to the beat of “Hala Madrid,” creating 15 seconds of pure “Real Madridness” to tease the immersive film.
Apple TV Trailer
With so much great content, the competition to grab fans’ attention on the Apple TV platform is fierce. So we lured them in by sharing a few of the best moments from the film, featuring the club's biggest stars.
Social Trailer
We leaned into the language of movie trailers, but instead of showing reviews from movie critics, we showed real reviews from some of Real Madrid’s biggest names. Because who better to tell you about it than the people in it, right?
Motion Poster
We created a poster to promote the film across social and in Real Madrid’s WhatsApp channel with 60M+ followers. But this was an immersive film, so it couldn’t be just another poster. We brought it to life through animation, treating the entire RM squad like the stars of the film, with every player’s name featured on the poster.
Hello Apple
We also broke down how the film's score and spatial audio were carefully crafted, with a behind-the-scenes video on Hello Apple, Apple's dedicated handle for giving fans a look at how everything is made.
Soundtrack
The soundtrack was composed by Lucas Vidal, a Spanish conductor and lifelong Real Madrid fan. Each section of the documentary has its own song, its title inspired by a quote within the film.
To help shape the narrative, I got to interview Roberto Carlos (one of my favorite parts of the project, for obvious reasons). The guy won the World Cup in 2002 and is one of the best left-backs to ever play the game, but what stuck with me was how focused he was in the room. A total perfectionist, and super sharp too.
I had his poster on my wall growing up, so sitting across from him was a full-circle moment for 9-year-old me.
