Xiaomi · Madrid Fashion Week

The brief

Xiaomi Spain was at the 79th Mercedes-Benz Fashion Week Madrid, 15-19 February 2024. Nanook Agency brought us in for the film and photography, and it was not runway coverage: it was the brand’s own content, shot on site and in a single day.

Easy to describe, hard to shoot. Sit two people from the industry down to talk about fashion for real, with the product part of the scene rather than part of a caption, inside a venue in full swing that stops for nobody. And come away with enough material to feed the brand’s channels for weeks.

What we did

We shot on 15 February, opening day: a conversation between Pablo Erroz — a Mallorcan designer who puts out a single collection a year and was showing at that edition — and Nacho Yanes, fashion consultant and model. Film and photography the same day.

That material became three lines of content: the full 2’12” conversation, a joint 30” reel, and a reel for each of them, 1’01” for Erroz and 45” for Yanes, each with an 18” vertical cut and subtitled versions. Twelve videos from one shooting day. Plus the photography: more than twenty selected, retouched images.

Three weeks later we were back with the brand at the Xiaomi 14 Series pop-up in Callao, on Madrid’s Gran Vía: a 55” film and a store photo report.

And in June the loop closed with Erroz. Xiaomi signed him as a strategic collaborator and launched The International Connector Club with him on 14 June at Madrid’s Loop venue, built around the Xiaomi Pad 6S Pro and a limited run of T-shirts created with the tablet’s AI tools. We produced the film — a 2’10” master and a 37” short shot in Barcelona — and covered the whole event: arrivals and photocall, guests, dinner and making-of.

Result

Three commissions with the same brand in four months, and the relationship ran through the whole of 2024: the Xiaomi Store openings in Zaragoza and Vigo, Chinese New Year, Vision to Life and the Renovation campaign.

That is what this case shows better than any number: you don’t win a global brand once, you win it every time. And for an agency, the practical part: twelve pieces in landscape, vertical and subtitled versions out of a single day at an event that does not happen twice.

Credits

• Client: Xiaomi Spain
• Agency: Nanook Agency (Madrid)
• Production company: On White (Seville, Spain)
• Event: 79th Mercedes-Benz Fashion Week Madrid · 15-19 February 2024 · IFEMA Madrid
• Featuring: Pablo Erroz (designer) and Nacho Yanes (fashion consultant and model)
• Shoots: Madrid Fashion Week · Xiaomi 14 Series pop-up in Callao · short film in Barcelona · The International Connector Club (Loop, Madrid, 14 June 2024)
• Services: filming, photography, post-production, versioning and subtitling
• Year: 2024