The Weight of Greatness
A dream project I was incredibly lucky to be part of.
A year in the making, this immersive documentary film gave Real Madrid fans a seat inside the world's most demanding club on a Champions League match day against Juventus, capturing the pressure, demands, and weight of expectation that come with wearing 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
Platform Trailer
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.
One of my favorite parts of the project was interviewing Roberto Carlos. 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. I had his poster on my wall growing up, so this was a full circle moment for 9-year-old me.
