Project Overview
What does football have to do with skiing? Technically, nothing. And maybe that’s exactly why it worked. Real Madrid wasn’t looking for an ad. It wanted a real fan moment. The idea was simple: a true fan, a jersey, no roles, no setup. At the time, Andri Ragettli was a passionate Real Madrid and Cristiano Ronaldo fan. Exactly what we needed. We translated that fan moment into a clear format: Pro-Line follow cam, ski action first, jersey as the statement. No sales pitch, no explanations. Just a short “¡Hala Madrid!” shout as the perfect finale.
The result? Published on the world’s largest sports page on Instagram, still the only ski content there. An organic hit that became a recurring format over the years and eventually fed into the global Madridista campaign. In 2018, it even grew into a longform project: Real Madrid sent a film crew, in coordination with us, to produce a documentary about Andri and his connection to the club.
Goals
We handled idea, concept, visual style, planning, location setup, timing, action execution, and the coordination between athlete, film crew, and Real Madrid. The result: five hero videos over several years with recognizable Real Madrid jersey integration, a segment for the global Madridista campaign, and the longform documentary project. Today, we coordinate nearly annual collaboration posts with Real Madrid. Pretty cool, right?
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