[Mahou x LaLiga]
[Brief]
Mahou, LaLiga’s official beer for over three decades, embodies the spirit of Cinco de Cinco: relentless personal triumph, earned through consistency, effort, and heart.
[Concept]
Cinco de Cinco is the mentality behind every step forward: the extra push, the comeback, the choice to keep going. It’s the belief that excellence has a price, and you’re willing to pay it by giving everything, doing whatever it takes, and leaving nothing on the table. Mahou FC becomes LaLiga’s spiritual home for that mindset: a premium, editorial world where football’s grit is elevated into something iconic.
[Output]
A 360 campaign relaunches the Mahou x LaLiga sponsorship, establishing a new visual universe for the partnership; elevated, aspirational, and contemporary, led by Julián Álvarez and Marcelo. The rollout repositions Cinco de Cinco as the cost of excellence through a premium hero film, high-impact social cutdowns, OOH and a big refresh of Mahou FC socials, ensuring the sponsorship feels iconic, premium, and culturally current throughout the season.
[Mahou x Fuego Camina Conmigo]
Freelance Art & Creative Director
Conceptual Art Creative Proposal & PreProduction
Team Fuego: Natalia Carranza, Sara Pardo, Uri Fernández, Pita Gan, Nacho Hernández, Fran Paz, Ariadna Castells, Lluis Maronda, Laura Lorenzo, Joan Tremoleda, Helena Grau, Natalia Carrero, Patricia Millán, Rubens Pérez, Sergi Silvestre, Gerard Arias, Andrea Devesa, Amaya Crichton, Flavià Boleda, Gerd Satorras.
Director: Theodor Guelat @theodorguelat
Produced by AGOSTO @elagosto
EP: Belén Gayán @belenkia
Producer: Valentina Attalla @valentina.attalla
DOP: Carlos Feher @carlosfeher
Production Manager: Blanca Serrano @blancaproduccion
Art Director: Andrea Gandarillas @a.gandarillas
Stylist: Cristina Malcorra @cristinamalcorra
Editor: Yannic Nixdorf @y_nixi
Edit House: SEC Studio @sec.studio
Post-producer: Alex Gigán @yaigan
Sound Design: Yannic Nixdorf @y_nixi
Colorist: Alberto Bandini @herebobo
VFX: Serena @serena_postproduction
VFX: Lucas Heras
VFX IA Studio: MuscleBeach @musclebeach.club
Original Music: Pedro Vian @pedro_vian @modernobscuremusic
Photographer: Miguel Triano @migueltriano