Icon International provided full production services in Madrid for Bitget’s global ambassador campaign featuring football star Julián Álvarez. Created for the international cryptocurrency platform, the campaign positioned the Atlético Madrid striker at the centre of a series of cinematic commercial films combining elite sport, technology and digital finance.
The shoot took place in a large Madrid studio, where a complete football-inspired world was built from scratch. The main set featured a half-size training pitch with goal, field markings and performance space for dynamic football action. Additional locker-room and retail-style sets created distinct environments for training, strategy and lifestyle scenes.
The production design used a clean, minimalist visual language, allowing live-action photography to integrate naturally with VFX, tactical graphics and digital overlays. This combination of studio production and post-production effects helped translate Bitget’s concept of trading technology as an “intelligent coach” guiding strategic decision-making.
With Julián Álvarez available for only a limited period, detailed pre-production was essential. The shoot was pre-visualised, scheduled and rehearsed in advance to maximise time with the talent and capture the required hero shots efficiently.
Icon worked closely with the international creative team from preparation through filming, coordinating the studio, local production crew, casting support, logistics and technical requirements. The result was a series of polished global commercials combining football performance, brand storytelling and VFX-driven studio production.