Client
HMD Global
Role
Executive Creative Director
in house
Year
2025
Two new Barça inspired phones
The HMD Barça 3210 reimagines the legendary phone we all know with a Barça twist. Its casing, available in the club's Blaugrana colours, features a silver club crest. It also comes preloaded with 12 Barça-themed wallpapers and a user interface tailored for Barça fans. Inside, there are secret messages from Robert Lewandowski, Gavi, Eric Garcia, Fermín López, and Íñigo Martínez. The phone boasts a battery life that will keep you powered for days on standby. Equipped with a 2MP camera, it does not support social media apps, reflecting the Finnish company’s commitment to digital detox, but it does include the classic Snake game.
Meanwhile, the HMD Fusion is a smartphone featuring an Outfit glow-in-the-dark signatures of eleven Barça players: Ter Stegen, Lewandowski, Koundé, Raphinha, Olmo, Pedri, Gavi, Fermín López, Pau Cubarsí, Marc Casadó, and Lamine Yamal. The device also includes a special Barça visual pack, themed audio clips, player greetings, and alarm tones featuring players such as Lewandowski, De Jong, Eric García, Fermín, Gavi, and Íñigo Martínez saying, “Hola Culers!” The HMD Fusion boasts a dual 108MP camera and a 50MP selfie camera. Its screen can be easily repaired due to its repairable design, including a detox mode to disable notifications temporarily.
- Global Launch at MWC25
- Shooting for marketing and PR assets
- Creative Direction
- Packaging
- Global Toolkit
- Bespoke UX/UI
Photoshoot at the Spotify Camp Nou
The energy was electric as we stepped onto the set for our photoshoot with FC Barcelona players. This wasn’t just any shoot—it was a fusion of world-class football talent and cutting-edge 3D virtual integration for our global campaign.
From the moment they arrived, the players showed interest in the project. We presented mood boards and test visuals to explain how they would be integrated into a futuristic digital world. Some asked about the technology, while others were ready to begin.
Their natural charisma shone through as we shot—power poses, mid-action stances, and signature celebrations. They joked, challenged each other between takes, and even checked out the shots. The balance of professionalism and playfulness made the shoot both productive and fun. By the end, we had incredible visuals and a shared experience.
Copyright © Lucia Domenici 2025
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