Just Imagine:
Galáctico Edit
Football is the biggest stage culture has, and this year it's louder than ever — with the World Cup on the horizon, women's football surging, single athletes becoming icons. Real Madrid sits at the centre of all of it: 752 million fans, 98% of them outside Spain, spread across every market that matters to us. That reach isn't the story, though. It's the hook. The story is what a fan does after they watch.
"Just Imagine" takes the thing every supporter already does — replay the impossible goal in their head — and makes it real on screen. Then it hands them the tools to do it themselves.
The Strategy
Real Madrid is the cultural bridge; Firefly is the destination. The film exists to turn hundreds of millions of viewers into active makers. It anchors a season-long system: the anthem film and its cutdowns drive awareness, player vignettes and deep-link statics carry it across markets in [nine+] languages, and a "make your own" micro-studio converts attention into hands-on creation with Firefly. Built to scale — from this season straight through to the Women's World Cup in 2027.
The Craft
We didn't generate a film. We edited one — with a new instrument in the kit. The foundation? Authentic plates of the players, real stadium light, real grain. Firefly image-to-video was used to reach the shots a camera never could — the impossible move, the beat just before the beat — and the entire discipline of the edit went into making those generated frames sit seamlessly against the real ones. Matching light and grain. Respecting the physics of a struck ball.
The sound track, a beloved fan chant, written and performed during European matches.
The takeaway, for anyone still deciding what AI means for creative work: it doesn't replace judgement, taste, or the eye. It extends the hand. A team that knows exactly what it's doing now works faster and reaches further than it could a year ago.
The Execution
One anthem, engineered to travel. A long-form hero cut, then 30s, 20s and player vignettes down to 6 seconds — men's and women's squads, localised across [ES, DE, FR, IT, SE, DK, NO, FI, NL, TR, PL, EN].
Around it, an evergreen library so the partnership keeps producing long after launch day, and deep-link prompts that drop a fan straight from watching into making.
The Team
Team Adobe
Isabel Sierra y Gómez de León, ECD
Jan Gensch, CD
Brina Jeffreys, Content Management
Nikki Strangwick, Partnership Marketing Manager
Sabina Strasser, Sr Director, Brand Experience
Andrea Palao, Product Marketing Manager
Natalia López, Customer Marketing Manager
Built with Real Madrid.
Agencies
Kings and Kongs
Un Studio en Plus