AMIRI X FC BARCELONA

This piece was created to announce the partnership between AMIRI and Barcelona Football Club, one of the largest international sports organizations. Because we had two shoots slated in Los Angeles the same week, there were discussions at AMIRI of booking a local Director and DP to film the project.  But, to ensure that the spot maintained the same level of craft that is expected of our luxury brand, I volunteered to double dip and take the creative lead locally in Barcelona.

After wrapping the shoots in Los Angeles, that Friday I flew in for a location scout, camera prep with a local 1st AC, and was on set Saturday with the team working alongside Jonas Lindstrom shooting photos.

Because of talent scheduling, we had 10 minutes with each member of the men’s and women’s teams for both photo and video. We only could shoot talent individually because no two players had overlapping schedules. A handful of the star players also dropped out that day because of recent injuries, so we restructured the shotlist to account for all necessary pivots. 

We worked with a VFX team in Barcelona to compose the final groupshot that ends the video, filming each talent’s plate to stitch them together. Beyond that, one of the women's players had to be shot offsite on a white backdrop and be comped into the set, with matching lighting and composition to seamlessly integrate her into the edit. 

We turned the full video rollout around through edit/sound/color/VFX in 36 hours with a local Barcelona post-production house and launched the video that Monday morning at 9AM PT before flying back to LA that evening.

The overall video budget including my airfare and local crew was under $10K USD. We shot on Alexa Mini LF with Canon Rangefinder Rehoused Primes. The team comprised myself as Director/DP, Steadi Op, 1st and 2nd ACs, and a lighting team of four. To help streamline the shooting schedule on set, we lit for a deep enough aperture that the photographer was able to work off our continuous lighting. While shooting, I also managed a team of two BTS videographers that we hired locally to capture secondary content linked here.

The video rollout was one of our most successful brand activations in the company’s history, resulting in extensive press coverage, over $200 million in Earned Media Value, and a significant increase in traffic across AMIRI social channels.