The Ball Makes Us More, celebrates the special relationship between FC Barcelona — the beating heart of the city and a Nike partner since ’98 — and its supporters. The legendary culture surrounding the club strikes a chord around the world.

This campaign aimed to bring the team and city together, and we did it through the grid visual style. Inspired by the layout of the city, a system that was designed and built in the mid-19th century by urban planner Ildefons Cerdà and remains unique to Barcelona. 

Along with Iniesta, Coutinho and Martens, The Ball Makes Us More features some of the biggest names in FC Barcelona history, including players Gerard Piqué, Sergio Busquets, Sergi Roberto, Ousmane Dembélé, Samuel Umtiti, Denis Suárez and Paulinho and Alexia Putellas as well as legends Carles Puyol, Ronaldinho, Pep Guardiola and the late, great Johan Cruyff. Countless Catalans also helped to make the film; some appear on camera while others worked behind the lens, and another subset represents Barcelona’s historic contributions to art and architecture.

The film was directed by cinematographer Wally Pfister, who won an Oscar for his work on Inception.

Actor Carles Francino, who was born in the city, provided the voice over.

78-year-old Carles Tarrida, one of the 20 extras who are all real supporters from the city. Tarrido attended the first-ever match at the Nou Camp on September 24, 1957, where he got to see Eulogio Martínez score the stadium’s first ever goal.

The accompanying music is an original score performed for the film by traditional Catalan percussionists Kaboom and features Barcelona native and Latino Grammy nominee Rosalía.

Other recognisable Catalans to make an appearance are popular skateboarder Pedro Attenborough and renowned BMX rider Malcom de Blas.

The campaign iconic visual style clearly inspired the next year’s official Shirt. 

The first time in history FCB changed the stripes. 

Agency: W+K Amsterdam

My Role: Creative Director