Starting something new is hard. Giving a new face to something people already know and love might be even harder.
So instead of forgetting where Spanish League came from, this film celebrates exactly what has always made it special: the people around it.
And where better to do that than a very traditional Madrid bar?
We filled our bar castizo with all the little details you’d expect to find there: flags, framed pictures, paintings, branded glasses and napkins, and of course, an old TV in the corner. Except instead of gathering around it to watch football, our LES talent were watching League.
Then we moved to the studio.
With one player representing each team, we shot portraits and B-roll before taking everything into a mixed-media world of collage, print, scratches, drawings and motion graphics. We even took parts of the process back into the physical world, printing images so we could draw and scratch directly onto them before bringing them back into post.
That visual language carried through the promo and into the motion graphics and bumpers we created for the league, helping extend the new identity beyond the launch film itself.
This was the beginning of something new, built around something that’s been here for a long time.
Spanish League has changed names, teams, players and now even hands. But as long as there are people there to play it, watch it, argue about it and make memories around it, there’s still plenty of life in it.
Long live la LES.