Xiaomi · Captura la grandeza

The brief

Nanook Agency needed a production company to deliver Xiaomi’s Spanish launch campaign for the Redmi Note 13 Series, “Captura la grandeza”, end to end. The idea: put the phone in the hands of creators and take them to genuinely big locations to show what its camera can do. We handled the shoot, cinematography, sound, drone, post-production and music.

What we did

Five locations across three regions: the MACBA in Barcelona, the City of Arts and Sciences in Valencia, the Arganzuela bridge over Madrid Río and a Gran Vía gym in Madrid, and the Marqués de Riscal winery in Elciego, with Frank Gehry’s titanium building as the backdrop. Six shooting days in two rounds, four to five hours per creator: creator Marina Rivers, flamenco dancer Miguel Fernández “El Yiyo”, fashion designer Javier Guijarro, dancer and model Francesca Pey and content creator Adri Contreras.

On a shoot like this, pre-production is everything: locations, permits, shooting plan and every creator’s schedule locked before a camera moved. On set, a full crew: director, DoP, camera operator, three producers, art department, lighting, sound recordist, drone, 360 camera, gimbal and easyrig, generator and a client monitor so agency and brand could approve every shot on the spot.

In post: over a hundred hours of editing, colour grading and six licensed music tracks. Main film, 2’06”, 1920×1080, released January 2024.

Result

The most-watched brand piece on our channel: over 3,400 plays on Vimeo alone, which was not even the campaign’s broadcast channel.

Credits

• Client: Xiaomi · Redmi Note 13 Series
• Agency: Nanook Agency (Madrid)
• Production company: On White (Seville)
• Shoot: 6 days · 5 locations · Barcelona, Valencia, Madrid, Elciego
• Crew: director, DoP, camera operator, sound, 3 producers, art, lighting, drone, 360
• Post: editing, colour grading, licensed music
• Year: 2024