Client

HMD Global

Role

Global Creative Director

Agency

In house

Year

2024

Partnership Announcement
HMD and FCB

Some announcements demand more than just words—they deserve a moment. A statement. A bold, visual declaration that captures the essence of the partnership it represents.

In Barcelona, I led the creative and production of this unconventional launch, bringing together a small but exceptional crew in record time. We had just one day to film and one night to edit, working precisely and passionately to craft a reveal that would resonate across social media.
A true Barcelona icon—not just FC Barcelona, but the artistry of Saul Peregrina, the hairdresser to the stars. The video unfolds inside a classic Catalonian barbershop, where a devoted culer, dressed in relaxed jeans and the new FC Barcelona home kit, sits and hands Saul a picture. No words are needed—the message is clear.
As the clippers hum, the transformation begins. Close-up shots capture the precision of Saul’s craft as he shaves the world-famous FC Barcelona crest alongside the HMD logo into the back of the fan’s head—an intricate masterpiece that took two hours to perfect. The final reveal? A mirror is held up, a nod of approval, and two HMD Skyline smartphones in Blue Topaz capture the moment in selfies.
More than just a haircut, this symbolised devotion, identity, and the fusion of football and technology—an old way to announce the three-year partnership between HMD and FC Barcelona. The film, which was dropped across FC Barcelona’s social channels, was designed to spark conversation, engagement, and excitement.