HMD x FC Barcelona

I helped produce social content for the HMD Barça Fusion outfit and HMD Barça 3210.

For this project, I was responsible for producing a wide range of social content to support the launch of the HMD Barça 3210 and the HMD Barça Fusion outfit. My work spanned multiple areas, including creating teaser campaigns for their unveiling at MWC in Barcelona (March 2025), as well as editing matchday and fan footage into dynamic short-form reels for social media.

Collaborating closely with the creative director and 3D designer, I helped translate their created 3D visuals and phone renders into engaging social content—ranging from stories and carousels to behind-the-scenes pieces. These included “before and after” insights that showcased the process, from photoshoots with players to the final polished visuals, giving fans an exclusive look into the making of the campaign.

The key challenge was striking the right balance: letting the striking 3D visuals speak for themselves while adding my own creative twist to capture both the essence of the products and the spirit of FC Barcelona.

In focus

Social
direction

To bring the phone renders to life for the 3210 I had the ideas of adding subtle glows to emphasis the product, keeping the colour scheme in line with FCB with gradients and background text taken from provided FCB assets. This direction was rolled out to be used on the HMD and FC Barcelona website too.

MWC teasers

To build excitement in the lead-up to our product launches at MWC, I created a series of teaser assets for both products. These included a simple countdown reel for the days approaching launch, and a nostalgic teaser highlighting the iconic Snake game on the 3210 device. This was a key element to lean on as an initial teaser—tapping into the strong nostalgia people associate with the classic 3210 and Snake, while keeping the product details under wraps. Despite the mystery, the reference is instantly recognizable.

For the Fusion outfit, I took a more premium approach: concealing the outfit’s details while showcasing the FCB crest to spark curiosity and anticipation.

Launch content

To support the launch of the HMD Barça 3210, I produced a reel to be featured on the FC Barcelona website. Using raw footage of the women’s players competing in a foosball penalty shootout, I enhanced the video with playful sound effects and dynamic graphics to create an engaging, fan-friendly piece of content.

Matchday content.

To create engaging social content, I was given a variety of footage to edit — including matchday highlights, fan reactions to the product, using detox mode during game time, “what’s in my bag” segments, and outfit change features. This type of content is designed to connect with fans on a more human level while showcasing how the products naturally fit into the everyday life of a Barcelona supporter. The type of content seen on Instagram and TikTok.

Before vs After visuals

To give fans a deeper insight into the creative process behind the visuals, I created a series of short reels for each Barcelona player featured in the final designs. While I didn’t create the visuals themselves, I highlighted the transformation by showing a “before and after” journey: starting with behind-the-scenes clips of the players relaxing and posing during the photoshoot, then transitioning into the design process—cutouts, layered compositions, and finally the polished artwork. These reels gave fans an engaging behind-the-scenes look at how the players’ raw moments evolved into the finished visuals.

Always on

Some examples of more always-on content I created for social channels to maintain engagement with the products include:

Promotional assets highlighting key selling points (KSPs)
A "Guess the Signature" post tied to the Fusion outfit cover featuring player signatures
A before-and-after reel, this time showcasing the women’s team

Below are examples of reels and carousels I produced as part of this content.