Brahim Díaz
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Sony Pictures created a one-of-a-kind promo for the release of Bad Boys: Ride or Die, bringing Will Smith together with three hugely influential Spanish figures: El Rubius, Mangel and Brahim Díaz, Real Madrid player and European champion.
My role was to collaborate on the video production of the ad, making sure the experience was smooth, professional and on par with an international campaign.
The result was a viral spot, shared by the stars themselves and distributed nationwide.
PROJECT GOAL
Sony wanted content that brought together:
• film
• digital culture
• professional sport
• young audiences
An unexpected, eye-catching collaboration to amplify the film's reach.
Brahim Díaz's appearance was key: his connection with young audiences and his media profile after his season with Real Madrid added an extra layer of relevance.
MY ROLE IN THE PROJECT
I collaborated on the production process to ensure:
Production coordination
Technical and logistical support during the shoot.
Narrative and visual cohesion
Overseeing shots, continuity and a look in line with the cinematic tone.
Assistant direction
Support with staging and communication between talent and crew.
Technical workflow control
Lighting, camera, sound and timing, keeping everything efficient and high quality.
Set preparation and composition
Making sure every take showcased the talent and fit the narrative.
Although the video is short, the production called for precision, pace and professionalism given the talent involved.
ABOUT THE SPOT
In the video:
• Will Smith is arguing with El Rubius and Mangel in a mansion.
• Suddenly, Brahim Díaz shows up and asks Will if he's ready for the final at Wembley.
The scene plays with humor, spontaneity and culture clash.
The piece was designed to be:
• fast
• viral
• multi-platform
• shareable on social media
And it did exactly that.
FINAL DELIVERABLES
The project included:
Final spot for social media and promotion. A short, snappy format built to go viral.
Distribution through the talent. El Rubius, Mangel and Brahim posted it on their channels, multiplying its reach.
Media coverage. Outlets such as Diario Sur and other national newspapers wrote about the video.
RESULTS
The piece had a remarkable impact:
• thousands of comments and shares
• organic reach through talent with millions of followers
• national press coverage
• a boost to Sony's promotional strategy in Spain
• international visibility thanks to Will Smith himself
The project showed how powerful it is to bring together celebrities, sport and digital culture in a video campaign.
Let's talk about your project
If you're thinking about creating a video for your company, tell me what you have in mind and I'll tell you within minutes whether it's a fit and how I'd approach it. I reply personally. No strings attached.